Henkel, Die Marke. Etwas anderes kommt mir nicht in die Tute.

This ad picturing two men happily washing dishes together is not actually a campaign for Pril dish soap, even though it is pictured, but is instead an umbrella campaign for the advertising/marketing industry. The campaign intends to reinforce the idea that branded products are better than generic ones.

This campaign puts big brands into a shopping bag and says: "The Brand. Nothing else gets into my bag." (In German it's a word play that at the same time means: "I won't consider buying anything else.")

The translation of the text at the bottom is, "With good brands, not only one person but a whole research team helps wash up."