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.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
