Unilever’s Comfort fabric softener is presented as the way to make clothes irresistable in “Naturists”, a humorous viral commercial seeded online in the UK in 2008.
A nudist couple seek counselling in the wake of a disturbing episode featuring Comfort fabric softener. The rules are reversed here, with the wearing of clothes seen as behaviour that threatens the relationship.
Click on the image below to play the video.
Naturists was developed at Ogilvy, London by creative director Alasdair Graham, art director/copywriter Sue Higgs, art director Tony Haigh and agency producer Russell Benson.
Filming was shot by director Jim Gilchrist via Thomas Thomas Films, London, with executive producer Philippa Thomas and producer Hanna May. Gilchrist is now at MJZ and features the ad on his reel there.
Naturists won a Shark at Kinsale, a silver for best idea and a bronze for best dialogue at the Advertising Creative Circle Awards, 2009, and a gold award at the British Television Advertising Awards (BTAA), 2009.