Clean sheets prompt spasms of joy in new ads for Downy

By Elaine Wong on Tue Aug 3 2010
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.”

Downy is so soft, it will cause you to act like a homeless person

Posted on Mon Oct 12 2009


Soft, cuddly things never seem to be in abundance (unless you own a thousand stuffed animals), and a new Downy spot from Grey, New York, reminds us to appreciate the softer things in life—things made soft by Downy, that is. This spot from the Procter & Gamble brand shows people reveling in the fabric softener's softness in unexpected places. The opening shot shows a woman wrapped in a soft blanket, then pulls back to reveal that she's in an elevator, not her comfy bedroom. Then there's a guy all snuggled up to his Downy-softened pillow … on an airplane. (Needless to say, the guy next to him is annoyed.) "Maybe we could all use a little more softness," says the ad, which features a backdrop of relaxing, chiming music. Grey says this is "the highest-scoring base Downy spot" it's produced in four years. The ad, a continuation of Downy's "Feel more" campaign, marks a return back to advertising the product's softness as opposed to the traditional category focus on scent.

—Posted by Elaine Wong

Use Downy, and weirdos at the laundromat will sniff your boxers

Posted on Tue Aug 11 2009

If you're teetering on the edge of perverse, Procter & Gamble's Downy will push you over to the dark side. In this Spanish-language spot for the fabric softener, via Wing in New York, a man in a laundromat is drawn to the Downy Ultra scent wafting over from the guy next to him. He walks over and takes a deep sniff of the guy's boxers, but soon learns, much to his chagrin, that the shorts owner hasn't put them through the wash yet. "Long lasting scent," says the copy. I'm not sure why he would have felt more comfortable sticking his nose in someone's clean underpants. In the aftermath of this, I assume the guy either cleaned his nose with industrial-strength cleaning solution or discovered his true calling as an underwear thief. Regardless, he has Downy to thank.

—Posted by Elana Glowatz

Downy's radical microsite wants you to connect with old friends

Posted on Mon Mar 2 2009


This is going to be big: a Web site where you network with people in a social manner. You might even call it a social network. Whatever it is, the Procter & Gamble fabric softener Downy is pioneering this newfangled form of communication with the "Downy: Feel More Connected" site.
  The goal of the site is for you to make a public pledge, New Year's resolution-style, to communicate with someone you've been neglecting. It's a place to "pledge to feel more connected to those you love." Be aware, though: It doesn't pick up the phone for you, or even ping that loved one with an e-mail. There's a contest, though, that could send you and your reacquainted friends on vacation together or win you some other swag. Judging from some of the early pledges (187 so far), not everyone seems to get the gist. One person's pledge is "to nap more often," and another says she will "take more walks," presumably with the dog in the photo next to her. Still, even if you're not trying to reach out to anyone but yourself or your household pet, there might be a digital camera in it for you.

—Posted by T.L. Stanley



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