The Poly Brite campaign cleverly admits to an accidental spill but then turns it on its head by not showing the liquid on the ground but a spill-shaped drain instead. By doing so, it communicates that the water, tea and whatever is commonly or not-so-commonly spilled will appear as though it simply drained through the floor with the help of this product.
Conceived and created by the Ogilvy & Mather ad agency based in Bangkok, Thailand, the Poly Brite campaign is simple and direct with a creative twist. There have been a slew of ways to portray the easy and convenient clean up of a spill, but this imagery is a refreshing change. It was photographed and retouched by Surachai Puthikulangkura and Surachai Puthikulangkura.
What's Driving This Trend
- Spill-shaped Drain Advertising
- The trend of using spill-shaped drains in advertising campaigns presents an opportunity for brands to creatively communicate the effectiveness of their spill clean-up products.
- Creative Hacks in Advertisement
- The trend of using creative twists in advertising campaigns, like the Poly Brite campaign, offers businesses an opportunity to engage consumers with unexpected and memorable visuals.
- Visual Representation of Product Benefits
- The trend of visually representing product benefits, such as showcasing spill-shaped drains instead of spilled liquids, enables brands to communicate functionality and ease of use in a unique and attention-grabbing way.
Who This Affects Most
- Advertising
- The advertising industry has an opportunity to embrace the trend of using spill-shaped drains as a creative and innovative way to promote cleaning products and solutions.
- Consumer Goods
- The consumer goods industry can leverage the trend of creative hacks in advertisements to enhance brand awareness and encourage consumer engagement with their products.
- Home Improvement
- The home improvement industry can explore the trend of visually representing product benefits to effectively showcase the functionality and convenience of their spill clean-up solutions.
