Pure advertising

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.

Tomorrow

Tomorrow is a figment of our imaginations. It's a myth, a hope, a trap, a day that will never come.

There are thousands of hypothetical tomorrows. There is only one today.

Use it wisely.