Whirlpool underwater commercials

May 7, 2008

Whirlpool has also been using underwater spaces as a way to market dishwashers, washing machines, and general cleanliness.

This one is very similar to the Ariston commercial on the previous post: also for a washing machine, also zooming out at the end to reveal the washing machine, and also focusing on schools of sock-fish and blanket-rays. The difference is that, instead of being a little boy’s vision, it focuses on a beautiful (mermaid-like) woman swimming amidst and in awe of the beautiful underwater life/clothing.

And this ad for a dishwasher makes dishes into a coral reef. This time, the underwater dishes-reef cuts away to a woman standing on the edge of the ocean, being sprayed with foamy white water.

So what is it exactly with this trend of cleaning appliance advertisements and underwater spaces? Did they all happen to come up at the same time or are some of these knock offs?


Ariston Aqualtis “Underwater World” commercial

May 7, 2008

Another underwater commercial involving a washing machine. The spot starts out with a hand closing the washing machine, we zoom in through the front window, the frame disappears and we are underwater. What seems to be fish and rays are really socks and blankets. The space is pristine and magical – at the end we zoom back out to see a little boy gazing in (as through a porthole). The voice says, “the new Ariston Aqualtis. Deeply different.”

This commercial, like the Farmers insurance spot I wrote about earlier, depicts underwater space (specifically within the washing machine) as a transformative and surreal space where anything is possible (and any type of cleaning is possible). This particular spot won a Gold Lion at the Cannes Lions International Advertising Festival.