Downy has created a campaign worthy of award. A true step away from the obvious features and surface appeal of the product and its results. The commercials are simple and poignant.
The commercials touch on an emotional component of wearing clothing (or cloth in general) which we, as consumes, often overlook and even take for granted. The softness of a towel we borrow at a friend’s house, the scent of a sweater in which we nuzzle for warmth during lonely moments, the security of a love one’s shirt we caress when we press our bodies against theirs. Downy has managed to capture our core need for cloth. It has the potential to bring out a strong emotional trigger of those in contact, which is captured beautifully in the campaign.
This commercial is one, which can be broadened outside of the “television” medium. I would suggest something to the effect of a bus stop ad picturing an incredibly cozy blanket blanketing the entire stop inviting visitors to come in from the cold.
