Wieden+Kennedy is back to doing what it does best; advertising that is confidently understated and has its tongue planted firmly in its cheek.
These new ads for Ivory soap are a great example of moving in the opposite direction of the rest of the category by honoring the brands "99.44% pure" heritage in a voice that's as contemporary as it is jaded.
This is classic Wieden. Right up there with their This is SportsCenter and the original High Life Man commercials.
The lesson here is just because your product isn't "on trend" doesn't mean it can't be successful.