Ariston Aqualtis Aquarium

Positioning a washingmachine as luxurious or high-end without just touting its cosmetic appeal seems impossible, but Leo Burnett (Milan) achieved it swimmingly (oh, pun) in this spot for the Ariston Aqualtis.



High-income women who value elegance and aesthetics in their home, especially in their other appliances, now have a home with the Ariston brand. In terms of positioning against GE and Maytag, this campaign catapults Ariston into a lifestyle brand, not just a boring but reliable appliance. If Ariston expanded from Italy to the US and targeted the very high-end, image-conscious consumer, it would find great success.

How does it clean my clothes? Who cares? Leave that to Tide, Gain, and Purex to battle out.

Advertise Victoriously

I love the new spots from eBay by BBDO. Their "Whatever it is, you can find it on eBay" campaign introduced the idea that eBay isn't just for a pink Elvis bathrobe or whatever else is listed in that Weird Al song, but that message did little to elevate the brand above Amazon or Buy.com or other online megastores. But the tagline "It's better when you win it" gets right to the heart of the eBay experience: feeling like you got the best deal and outsmarted your competition to "win" your new prize.

Even though their promotional site and related giveaway isn't too impressive (where are the competitive games, the opportunity to bring "win it" to life more than just one sweepstakes?), I absolutely love these spots. There are a few more; search "Shop Victoriously" on YouTube for a full list.