Sunlight lasts. (Or, if you want to take the copy from Lowe Bull Johannesberg, ‘A little goes a long way’.) As someone who lives in Sydney, and is constantly inundated by AMI ads in very poor taste, the advertising of longevity in with regard to something clean, as opposed to, er, not, is refreshing.

This is ingenious, with three executions of the same idea that are attention grabbing, relate to multiple audiences, and somehow descibe momentous periods of a person’s life.

True, few men want to be reminded of the span which led them to lose their hair, but I suppose numbers will show that few men are the ones buying Sunlight anyway. But the growth of a child from nappies to the bathroom, or the mundane, everyday act of someone trying to lose weight, are both captured with interesting graphics to sell Sunlight.

I love the little details here – the woman’s ponytail grows longer, the different patterns on the nappies, the momentary returns to nappies during potty training. Even the empty Sunlight bottle is something which could easily have been left out, but it really seals the message.

People are all looking for something that lasts, and Sunlight could have really gone dramatic with this idea. Alternatively, the economic crisis is seeing more and more people in need of value for their money. All praise to Sunlight who decide not to capitalise off the moment, and just gave people some cute graphics and a corny cliche to smile at.

Advertising Agency: Lowe Bull Johannesburg, South Africa
Executive Creative Director: Rui Alves
Art Directors: Miguel Nunes, Juliet Honey
Creative Catalyst: Sarah Dexter
Illustrator: Pete Harrison
Copywriters: Juliet Honey, Miguel Nunes

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