Ariston – And on, and on, and on…

Ariston was a brand of kitchen appliances manufactured by Merloni Elettrodomestici SpA, a 1975 establishment and the predecessor entity to Indesit Company. Giuliano Gnagnatti, the Managing Director of Merloni Domestic Appliances UK in the early- to mid-1990s, was credited with the ingenious “On and On” Ariston marketing campaign, the apex of which was a 1994 advertisement; the long form runs to two-and-a-half minutes.

This masterpiece features – with increasing intensity and ingenious use of repetition – various family members utilising Ariston washing machines, fridges and cookers for their quotidian needs: a young lady pulling a glitzy party dress from the washing machine and gliding into the night with her handsome dance partner; a boy throwing his football jersey at the floor, with his loving, exasperated mother popping it into the same appliance; a father teasing his child with the prospect of ice lollies from the freezer; and the lady of the house in modest finery, playing the role of hostess.

This cyclical drama was played out to the aural backdrop of  the theme from the Nintendo Game Boy iteration of RoboCop, soundtrack as unlikely as it was perfect.

Advertising agency: Gold Greenless Trott
Creative Director: Tim Mellors
Copywriter: Tim Mellors
Art Director: Graham Fink
Production company: The Moving Picture Production Company, UK
Director: Richard Dean
Year: 1992
Gold Lion


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