Intelligence appeals, doesn’t it Lapiz/Leo Burnett

Look at these ads for Gain laundry detergent. Now look again. A-ha. You’ve seen it. And now you’re seeing why the campaign is called Eyes vs Nose.

(L-eyes) Son, welcome to Wall Street.

(R-nose) Son, let me show you the way to the street.

(L-eyes) I’m dying to be with you.

(R-nose) I’d rather die than be with you.

Gain differentiates itself from the crowd by leading with its fresh scent. And these Lapiz/Leo Burnett ads for Gain differentiate themselves by avoiding the usual clichés. In fact, these ads differentiate themselves by being wild head trips – not least of which are the ads’ scenarios – rock star wannabe meets groupie or guy in a job interview, for example.

In each wild head trip, though, the selling idea is smack-bang in centre position.

The campaign uses papier maché sculptures in spot the difference meets torture test executions…with a brain-teasing twist.

And its audiences feel good when they work it out.

Making your audience feel good is good for a brand. And in case you’ve ignored the tone of this news piece, note that “busy working mums” appreciate having their intelligence recognised too.