Like your clothes are not there

P&G’s Downy Softener is being promoted in Argentina as the product that will make your clothes so soft you’ll feel like your clothes are not there. Women (not men interestingly) are shown with expressions of shock, attempting to cover their bodies with their hands, despite being fully clothed.

I’d be interested to hear how women respond to the ads. I suspect the first reaction is a sense of sympathy, with the chance of a humorous reading of the campaign.

Woman dressing in Downy print ad

Woman through door in Downy print ad

Women in bathroom in Downy print ad

Credits

The Downy campaign was developed at Grey Buenos Aires, Argentina, by executive creative director Pablo Gil and Sebastián Garín, creative director/art director Diego Rubio and creative director/copywriter Coco Olivera.

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This entry was posted on Wednesday, May 7th, 2008 at 10:29 pm and is filed under Inspiration, Print Press Posters Billboards. You can follow any responses to this entry through the comments feed. You can leave a response, or trackback from your own site.