One of the most successful advertisements here in the Philippines is the 2015 television commercial of Ariel. This commercial became a hit in the Philippines just days after being released. This commercial features Filipino mothers washing some clothes with Ariel Swakto Pack. Ariel is known for being a "high-end" brand, with a high cost products. For this advertisement, they used a strategy that removed the focus of the viewers on the pricyness of the detergent. What they did is that they highlighted the Ariel Swakto Pack. It is repeated over and over in the tv commercial that this small pack of detergent is very affordable at the price of only 7.50 pesos. Adding to the fact that Ariel is a high-end brand, they also featured basins in the commercial (indicating the manual method of washing clothes). This can signify that they are trying to break attract the attention of possible customers from the lower class.
The biggest asset of this advertisement is its jingle. This is the main reason why it garnered a lot of viewers. Everyday you could hear someone somewhere singing it. This is one of the propaganda techniques that they used. The colors were very bright throughout the whole commercial. The mothers were dancing and singing along to the jingle as well while doing their laundry. All of these elements give off a positive vibe to the viewers. This is a great way to attract Philippine viewers since Filipinos, in general, are cheerful and love to have a good time.
Ariel was successful in grabbing the attention of its market. Even I sing to the jingle everyday: "Finally Ariel happened to me, 1 wash clean sa labada for just 7.50~. Up until today I still jam to it even though it doesn't show on tv anymore. This advertisement isn't lacking in any portions or field. It was carefully planned to bring out the right mix of elements in the commercial.
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