Peter Crouch and Ariel have joined forces to launch the brand鈥檚 newest laundry innovation, Ariel PODS The Big One, designed to handle tougher loads, with 2X stain and odour removal. The famously tall footballer-turned-podcaster is the face of the new 鈥楾he Big One鈥 campaign, which spans TV and on-demand, digital, social media and PR, plus Peter Crouch also appears on in-store POS, highlighting the size of the new The Big One (PODS).
Peter Crouch will appear in a new TV commercial, which airs this month. The advert sees the legendary footballer caught in a series of messy situations, with the tag line 鈥楤ig Mess? Big Deal!鈥, highlighting The Big One鈥檚 superior cleaning credentials. Its enhanced formula delivers our maximum clean and freshness delight versus Ariel 3in1 PODS, even in cold cycles. 鈥楾he Big One鈥 even has built-in pre-treat, so people can forget scrubbing, soaking, separate stain remover or re-washing, it鈥檚 鈥榦ne and done鈥 - reducing the load of the laundry process.
The Big One commercial was directed by Sye Allen and sees Peter experiencing a variety of messy situations. Things start badly as he 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 the footballing legend. We also see Peter 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.
Peter Crouch commented, 鈥淭his campaign has been great fun to be a part of 鈥 even if I did have soup down me. I thought the director was joking when he suggested I parachute into a pigsty, but I was game to show that a big mess is no big deal. The messy situations I found myself in were great opportunities to put The Big One to the test and see first hand how they deliver Ariel鈥檚 maximum clean with minimum effort. In one scene the production team had me covered in mud, but I was impressed that my shirt still came out stain-free.鈥
Laura Mcilwaine, senior brand director at P&G said: 鈥淲hen 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鈥檙e done.鈥
The Big One is available for Ariel鈥檚 original and colour range, as well as for Fairy Non-Bio in retailers nationwide.