*A second load of laundry*
It’s very artfully done. Unfortunately, it’s also very been-done. In 2004, Springer & Jacoby created a print campaign for Ecover laundry detergent that is visually nearly identical–a campaign that was reprinted in Archive (thanks to Jesper Hansen and Maxim Van Wijk for their help in locating copies of this campaign):
The Ariston spot even mimicks some of the poses of the Ecover campaign: the socks as fish, a scarf/tie as eel, a blouse as jellyfish. It seems a little too similar to be a case of brainsync, in my opinion.
And if that wasn’t enough, Clayton over at adland also found this Whirlpool Duet ad that uses clothes to make swimming animals–in this case, penguins:
Note to self: no more animal-morphic clothes concepts, especially for any laundry-related client.