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.
CreditsClient 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
Top Spot of the Week: iPhone 16, Director David Shane “Write Smarter” With Apple Intelligence
Created by Appleโs in-house agency and directed by David Shane of production company O Positive, this commercial is one of two which continues the Apple Intelligence campaign for the iPhone 16.
Apple Intelligence is the personal intelligence system that can make users look, feel and be smarter. In the case of this โWrite smarterโ ad, we meet an office worker who leverages Apple Intelligence on his iPhone 16 Pro to dramatically improve his barely literate email to one that is professional, concise and has a measure of eloquence--much to the surprise and amazement of his boss.
This slice of office life highlights the value of key Apple Intelligence upgrades, including Writing Tools which work wonders with the quality of how one communicates and connects with others.
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