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