New Wrinkles Hide An Old Misdeed (Maybe?) In Downy Spot From Woven/Grey NY


Robert Goldrich
Tuesday, Jan. 14, 2020


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If your clothes are wrinkled and messy, people are more likely to assume you’re up to no good.

Especially if you happen to be a couple of grandparents emerging from a tiny hallway closet.

In a continuation of their “Wrinkles send the wrong message” campaign, Procter & Gamble’s multi-agency shop Woven Collaborative (with teams from Grey) has taken another look at all the negative misconceptions a messy outfit can create.

Directed by Chris Balmond of Station Film, this 30-second spot, “Pop Pop,” for Downy WrinkleGuard showcases an unfortunate miscommunication between a grandson and his grandparents doing some work in the hallway closet. Their wrinkled clothes send a message no grandchild ever wants to see and offers the anti-wrinkle product, Downy WrinkleGuard, as a solution to all of our wrinkled-outfit-woes. 


Client Downy/P&G Agency Grey NY/Woven Collaborative John Patroulis, worldwide chief creative officer; Joe Mongognia, executive creative director; Lillian O’Connor, associate creative director/art director; Brett Simone, associate creative director/writer; Alyssa Gaddis, art director; Abigail Hoeflinger, writer. Executive Production Townhouse James McPherson, EVP, head of integrated production; Tania Salter, SVP, associate head of integrated production; Katy Hill, VP, executive producer; Samantha Alvarado, integrated producer; Kurt Steinke, Leland Drake, music producers. Production Station Film Chris Balmond, director; Stephen Orent, managing partner; Caroline Gibney, exec producer; Julie Lee, producer; Nigel Buck, DP. Editorial Arcade Edit Alison Mao, editor. Music/Sound Design Townhouse Studios Dante Desole, Justin Sloan, music/sound design. Color The Mill Fergus McCall, colorist. Finishing The Mill

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