Downy continues its “Wrinkles send the wrong message” campaign with a new installment, inspired by the misconceptions a messy outfit can create.
The spot, created by agency Grey New York and titled “Pop Pop,” features a teenage boy who hears his grandparents doing some weird noises inside their small hallway closet and saying some words that he misinterprets. When they get out of there and he sees them with their shirts all wrinkled, he is convinced that the couple have done something that caused the wrinkling and runs away, grossed out. However, the next time he catches them in the same situation, he takes a look at their clothes, and seeing they are no longer crumpled, smiles, which makes the grandfather wink to his wife.
At the end of the spot, the brand’s range of WrinkleGuard products, consisting of Downy WrinkleGuard Releaser Spray, Downy WrinkleGuard Fabric Conditioner, and Downy WrinkleGuard Mega Dryer Sheets, is showcased on screen.
The soundtrack is an original song produced specifically for this ad by Dante Desole & Justin Sloan.