The product Ajax presents is pretty straightforward: powerful good soap.
As such, I thought their ad should be similarly direct. The background is some post-rain mud-stuff that collects in the low, poorly drained spot outside the library on campus. It gives a gritty, grungy feel, allowing the soap to stand out and giving a message of what the product can handle.
The icons, designed in Adobe Illustrator, were an experiment of mine, and describe a few of the varied things that Ajax could handle. (Yes, faces. I have experience)
Overall, the message presented (as per the client’s request) emphasizes the versatility and power of the product in a way modern enough to keep up with competitors.
It’s some flipping fantastic cleaning solution.