Whilst at Saatchi & Saatchi we worked on a new campaign for Ariel's premium category platinum. The insight was that, it is now better to wear and wash your clothes regularly, then keep them in the wardrobe. They will genuinely look better that way. Our approach was to move it on from the usual dirty laundry territory and bring to life a world where everyone wears fashionable clothes, and lives with abandon. Ariel Platinum. Bring fashion to life.