Peter Crouch’s boots might be gathering dust but it seems the ex-football star is still in huge demand when it comes to advertisers, with Procter & Gamble owned laundry brand Ariel the latest to sign the 6 feet 7 inches striker.
“Crouchy”, who has spent the past few years bigging up Paddy Power, is now the face of a new campaign for Ariel PODS The Big One, a new brand designed to handle tougher loads, with 2X stain and odour removal.
Devised by in-house agency PG One and production studio Fresh Films, with Sye Allen directing, “The Big One” spans TV and on-demand, digital, social media and PR.
It sees the footballer caught in a series of messy situations, with the tag line ‘Big Mess? Big Deal!’, highlighting The Big One’s superior cleaning credentials.
In fact, P&G claims that the enhanced formula delivers “maximum clean and freshness” compared to Ariel 3in1 PODS, even in cold cycles. The Big One even has built-in pre-wash formula, negating the need to scrub, soak, or use separate stain remover or re-washing
In the ad, things start badly as Crouch leaves his house and he effortlessly chests a muddy football. Then, and to highlight that big messes need not be big deals, things get worse as a waiter spills tomato soup on him. We also see Crouch in a parachute landing accidentally in a muddy pigsty and we finally see him get splashed by a muddy puddle as he hitches a ride.
P&G senior brand director Laura Mcilwaine said: “When it came to launching The Big One, it was a no-brainer to work with Peter Crouch – someone famously known for his size – but our partnership goes beyond that.
“Peter is known as an outstanding performer in his field and The Big One is a huge innovation which has twice the stain and odour removal of regular Ariel 3in1 PODS and it too, delivers an outstanding performance, making Peter a fitting ambassador for this launch. The Big One will help people to simplify the laundry routine no matter the mess or size of the load – all you need is one and you’re done.”
Related stories
Paddy Power has ‘sheik-y dig’ at footie fans in ad blitz
Meaney and Crouch enjoy the craic in Paddy Power spot
P&G switches to Google Cloud for analytics and AI drive
Be the first to comment on "Crouchy ‘a no brainer’ as Ariel gets messy for Big One"