A consumer/prospective spokesperson has decided that doing his due diligence is more important than just collecting a quick check for a Super Bowl spot. This unnamed person, “the ultimate skeptic,” has a campaign planned with Downy Unstoppables, but he won’t let them show his face in any creative until he can personally verify their claim that Downy’s scent is long-lasting. He’s “got to sniff it to believe it,” so he’ll be smelling his shirt and documenting it in the coming months to make sure that Downy really does last for 12 weeks, and if the scent holds up his face will be revealed during the Super Bowl.
The first installment of this campaign from Saatchi & Saatchi/Woven Collaborative called “I’m Not Doing It” from Saatchi & Saatchi for Downy launched today (12/12) on Downy’s owned channels (YouTube, Instagram, Twitter, Facebook and website), followed by official airings during NFL on December 18, and then on an ongoing basis over a track of Downy TV/OTT. It’s the first in a series of TV spots and social activations that will culminate to Downy’s Super Bowl spot, which will hopefully reveal the sniffing end consumer.
This teaser spot was directed by Aaron Stoller of Biscuit Filmworks.
Credits
Client P&G/Downy Agency Saatchi & Saatchi/Woven Collaborative Daniel Lobaton, chief creative officer; Ciro Sarmiento, chief creative officer, Woven; Brian Pinkley, Talon Gustafson, creative directors; Luis Pombo, sr. art director; Nick Romano, sr. copywriter; Tim LeGallo, director, integrated production; Danielle Hallack, sr. producer; Anna James, associate producer. Agency Marina Maher Communications/Woven Collaborative Diana Sfera, group SVP, brand management & strategy; Marissa Festante, group sr. VP, talent & partnerships. Production Biscuit Filmworks Aaron Stoller, director; Dion Beebe, DP; Shawn Lacy, partner/managing director; Holly Vega, exec producer; Sean Moody, head of production; Tanya Stephens, producer. Editorial Arcade Jeff Ferruzzo, editor; Sila Soyer, partner/exec producer; Andrew Cravotta, sr. post producer; Chris Angel, assistant editor. Postproduction Harbor Steve Perski, sr. mixer/sound designer; Catherine Sangiovanni, Andrew Wodzanowski, associate audio engineers; Lauren Boyle, sr. audio producer; Cammie McGarry, audio producer; Adrian Seery, sr. colorist; Brad Martin, Max Hadson, color producers; Brian Corey, associate color producer; Scarlett Thiele, Sushil Gangaraju, color assists; Andrew Granelli, creative director, VFX artist/supervisor; Jesse Schwartz, exec producer, commercial post; Kalisha Allen, producer, VFX & finishing; Jacob Robinson, Flame assist. Music Pickle Alexis Estiz, executive creative director; James Zavaleta, exec producer; Lupita Alvarez, producer; Matt Kerr, associate producer; Aaron Kotler, composer.
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.”
