Clean sheets prompt spasms of joy in new ads for Downy

BrandFreak loves it when her sheets are smelling fresh. (We just cleaned ours this past weekend.) Turns out, though, we’re not the only ones. Sixty-four percent of Americans wash their sheets at least once per week and they usually celebrate with some small (and quirky) act of happiness. As some new TV spots from Grey and this longer Web video, via Digitas, show, that can range anywhere from making a “snow angel” on the bed to parachuting with the (freshly cleaned) sheets. The ads promote a new formula upgrade available on Ultra Downy April Fresh and Sun Blossom, which purport to deliver a week’s worth of clean sheet freshness, all in one wash. (The technology lies in new scent pearls, per P&G.) Yippee! That equates to one week of cart wheeling and back flips, which is usually how BrandFreak rejoices on “clean sheet day.”