So how do you successfully re-introduce and market a basic household staple that has been around for more than 130 years, and really hasn’t changed substantially during that time?

This is how. Behold two new spots for Ivory soap, one of Procter & Gamble’s signature brands.

Short and clever. I love it. The stop-motion soap effect (please don’t ruin it by telling me it’s actually CGI) reminds me of old episodes of Gumby or Chapi Chapo, so big points there. I can overlook the slightly twee music at the end, as that’s pretty standard in commercials these days.

This campaign was developed by Wieden + Kennedy and features “Ivoryisms,” the little marketing slogans featured in each spot. I’d say that the “less is more” point is made quite effectively here, so kudos to them. Take that, Axe and Old Spice!

Related articles

• This Is What Happens When You Put Ivory Soap In The Microwave (consumerist.com)

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