We’re kind of crazy about this campaign for Asko by SMFB. If you have no idea what Asko is, that’s cool, we didn’t either. Apparently it’s a brand for washing machines, and now it’s the only washing machine we want.
The creative uses the playfulness and grit of claymation to tie our everyday self-delusion to the domestic cuddle-factor associated with doing your laundry. Fantastic balancing act.
Note the modern hunter-gatherer at left, braving the wild with his flannel “suit of masculinity.” Check out the long-legged jeans-sporting chick as she towers over all, as much in her imagination as in the real world. Observe how proper washing can add self-esteem to otherwise self-deprecating shirts.
And consider how Asko protects guardian teddy bears! We are hugging ourselves at the very thought.
