A cleaning enthusiast would look at this and say “well if God uses it, it has got to be good.”

The Bible story of Noah’s Ark is interesting. As a young girl I recall feeling slightly disturbed at the concept of the world drowning to leave only an old man, his wife, and animal couples. My elderly neighbours had 2 cats, and were suddenly suspicious in my eyes.

The story today however is far from a tragedy, but rather celebrated by children’s books and Hollywood films. Therefore many would make the connection to Noah in this ad (not to mention it is well assumed that Spanish would recognize a Christian story).

However what I can’t seem to fathom is the message. What exactly is the sponge absorbing? If it is “miraculously absorbent,” why is there still a flood? Shouldn’t the Spontex sponge have “absorbed” that and saved the naughty dying people?

It is incredible to think that agency TBWA gave us something so far off the brief, ie that Spontex absorbs water.

I was so disturbed by this poor execution that I though I overlooked something. Upon a closer look I observed water dripping from the sponge, but the mind continued to question: Doesn’t “absorbent” imply lack of water residue? Also importantly (and disturbingly), is God squeezing the sponge to make the flood?

The advertisement’s artwork is however rather superb and incredibly detailed. Therefore my theory is that so much attention was directed towards the artwork; they overlooked the ad’s non-connection to the tagline “absorbent.”

Nonetheless it could well have been their aim to blind us by the immaculate imagery, so we too, overlook the lack of absorbency. My God.

Advertising Agency: TBWA Barcelona, Spain
Creative Directors: Ramon Sala, Fer Garcia
Art Director: Fer Garcia
Photographer: Ramon Serrano
Published: January 2009

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