Peter Crouch Scores a Clean Win, with the Big One from Ariel

Peter Crouch and Ariel have joined forces to launch the brand’s newest laundry innovation, Ariel PODS The Big One, designed to handle tougher loads, with 2X stain and odour removal. The famously tall footballer-turned-podcaster is the face of the new ‘The Big One’ campaign, which spans TV and on-demand, digital, social media and PR, plus Peter Crouch also appears on in-store POS, highlighting the size of the new The Big One (PODS). 

Peter Crouch will appear in a new TV commercial, which airs this month. The advert sees the legendary footballer caught in a series of messy situations, with the tag line ‘Big Mess? Big Deal!’, highlighting The Big One’s superior cleaning credentials. Its enhanced formula delivers our maximum clean and freshness delight versus Ariel 3in1 PODS, even in cold cycles. ‘The Big One’ even has built-in pre-treat, so people can forget scrubbing, soaking, separate stain remover or re-washing, it’s ‘one and done’ - reducing the load of the laundry process.  

The Big One commercial was directed by Sye Allen and sees Peter experiencing a variety of messy situations. Things start badly as he leaves his house and he effortlessly chests a muddy football. Then, and to highlight that big messes need not be big deals, things get worse as a waiter spills tomato soup on the footballing legend. We also see Peter Crouch in a parachute landing accidentally in a muddy pigsty and we finally see him get splashed by a muddy puddle as he hitches a ride.  

Peter Crouch commented, “This campaign has been great fun to be a part of – even if I did have soup down me. I thought the director was joking when he suggested I parachute into a pigsty, but I was game to show that a big mess is no big deal. The messy situations I found myself in were great opportunities to put The Big One to the test and see first hand how they deliver Ariel’s maximum clean with minimum effort. In one scene the production team had me covered in mud, but I was impressed that my shirt still came out stain-free.” 

Laura Mcilwaine, senior brand director at P&G said: “When it came to launching The Big One, it was a no-brainer to work with Peter Crouch - someone famously known for his size - but our partnership goes beyond that. Peter is known as an outstanding performer in his field and The Big One is a huge innovation which has twice the stain and odour removal* of regular Ariel 3in1 PODS and it too, delivers an outstanding performance, making Peter a fitting ambassador for this launch. The Big One will help people to simplify the laundry routine no matter the mess or size of the load - all you need is one and you’re done.” 

The Big One is available for Ariel’s original and colour range, as well as for Fairy Non-Bio in retailers nationwide.