The Art of Procrastination
How to turn the negative result of procrastination into art?
Somat is answering this question with the campaign today, developed by ad agency “HeimatTbwa”.
The main insight of the campaign is that usually people don’t like to wash dishes and this is the reason why they procrastinate it.
And here comes the main advantage of Somat – it is washing successfully even dishes with dried-in food for up to 72 hours, thanks to it’s innovative formula.
Logically the headline of the campaign is “The Art of Procrastination“.
And the key visuals look really like pieces of art in a gallery – each visual with its unique description next to it:
Key visual “Valentine’s dinner, 2025“
- Red wine jus on porcelain
- 68 hours left in the dishwasher
Key visual “Nanna’s Flan Favourite, 2025“
- Burnt caramel on tempered glass
- 2 days left on the stovetop
Key visual “Last Saturday’s Birthday, 2025“
- Cake mixture on ceramic
- 2.5 days left in the sink
And then comes the conclusion at the end of each key message: “Somat cleans stains, dried up to 72 hours. Master the art of procrastination.”
And here are the key visuals!
Enjoy!
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