If your clothes are wrinkled and messy, people are more likely to assume you’re up to no good.
Especially if you happen to be a couple of grandparents emerging from a tiny hallway closet.
In a continuation of their “Wrinkles send the wrong message” campaign, Procter & Gamble’s multi-agency shop Woven Collaborative (with teams from Grey) has taken another look at all the negative misconceptions a messy outfit can create.
Directed by Chris Balmond of Station Film, this 30-second spot, “Pop Pop,” for Downy WrinkleGuard showcases an unfortunate miscommunication between a grandson and his grandparents doing some work in the hallway closet. Their wrinkled clothes send a message no grandchild ever wants to see and offers the anti-wrinkle product, Downy WrinkleGuard, as a solution to all of our wrinkled-outfit-woes.
Credits
Client Downy/P&G Agency Grey NY/Woven Collaborative John Patroulis, worldwide chief creative officer; Joe Mongognia, executive creative director; Lillian O’Connor, associate creative director/art director; Brett Simone, associate creative director/writer; Alyssa Gaddis, art director; Abigail Hoeflinger, writer. Executive Production Townhouse James McPherson, EVP, head of integrated production; Tania Salter, SVP, associate head of integrated production; Katy Hill, VP, executive producer; Samantha Alvarado, integrated producer; Kurt Steinke, Leland Drake, music producers. Production Station Film Chris Balmond, director; Stephen Orent, managing partner; Caroline Gibney, exec producer; Julie Lee, producer; Nigel Buck, DP. Editorial Arcade Edit Alison Mao, editor. Music/Sound Design Townhouse Studios Dante Desole, Justin Sloan, music/sound design. Color The Mill Fergus McCall, colorist. Finishing The Mill
Director Marc André Debruyne--who’s handled by production house Open Swim for U.S. representation--brings Coca-Cola’s legacy of celebrating holiday traditions to life in this campaign spotlighting Filipino Balikbayan boxes. The spot--out of Toronto agencies Taxi and VML--features Tita Rosita, owner of the oldest Filipino-Canadian grocery store in Toronto, whose much-adored shop was wrapped like a massive Coca-Cola-themed Balikbayan box as she prepared hundreds of boxes for customers to send their loved ones, with Coca-Cola paying for the boxes and the cost of shipping them to the Philippines. The spot is a testament to the brand’s prevailing facilitation of cultural and generational connectivity, especially during the holiday season.
The collaborative project--produced by Toronto production company MOWAD--was particularly special for Debruyne, who’s Filipino, because of the large presence of Filipino crew members on set. “It’s a totally surreal feeling when a work project crosses over into your personal life. It’s not too often that happens,” shares Debruyne. “The number of Balikbayan boxes I’ve sent home since I was a child, being surrounded by so many Filipinos on set – both crew and cast, and even being served pancit by Tita Rosita for lunch (and getting yelled at after because I didn’t have seconds) brought back so many wonderful memories of my mom. It was such a fun vibe on set. This wasn’t even a job, it was truly something special.”
