In almost all dishwashing liquid advertisements, the focus is on the cleaning process and the quality of the product. It’s not always convincing or memorable, as people don’t really relate or enjoy the cleaning process. 

To differentiate from the competition, while also remain true to our target audience’s experience, we want to get to the root of it all. The step just before, the one we all relate to and love – the actual eating. 

Our message is clear: Enjoy the food, forget its consequences 

It shows confidence in our product. A show-don’t-tell approach. We truly bring the joy back and make a lasting impression as people think of us while they’re enjoying their food, not while they’re dreading their dishes. 

Client : Giant Industrial Group Jordan

Agency : Wunderman Thompson Amman

Creative Team: 

Executive Creative Director : Basel Jumma

Associate Creative Director : Hatem Soliman

Senior Art Director : Mohamed El Nazer 

Art Director : Marwan Mamary

Head of Writers : Raed Aidi

Copywriters : Jude Batayneh - Jaber Hayaan 

Account Management : Reem Al Zubidi

Production House : ASAP Films

Director : Adham Al Sherif