Downy's sniffing cynic
The laundry brand cleans up with a pre-Super Bowl spot that sees a dubious secret celeb vow to conceal his identity till he's tested the product.
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Credits
powered by
- Agency Saatchi & Saatchi/New York
- Production Company Biscuit Filmworks/USA
- Director Aaron Stoller
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Credits
powered by
- Agency Saatchi & Saatchi/New York
- Production Company Biscuit Filmworks/USA
- Director Aaron Stoller
- Chief Creative Officer Daniel Lobaton
- Chief Creative Officer Ciro Sarmiento
- Creative Director Brian Pinkley
- Senior Producer Danielle Hallack
- Associate Producer Anna James
- Senior Copywriter Nick Romano
- Managing Director Shawn Lacy
- Executive Producer Holly Vega
- Head of Production Sean Moody
- Edit Company Arcade Edit
- Editor Jeff Ferruzzo
- Executive Producer Sila Soyer
- Senior Post Producer Andrew Cravotta
- Assistant Editor Chris Angel
- Sound Design Harbor Picture Company
- Sound Designer/Audio Mixer Steve Perski
- Senior Audio Producer Lauren Boyle
- Audio Producer Cammie Mcgarry
- Senior Colorist Adrian Seery
- Producer Brad Martin
- VFX Supervisor/VFX Artist Andrew Granell
- Executive Producer Jesse Schwartz
- Music Company Pickle Music + Sound
- Executive Creative Director Alexis Estiz
- Executive Music Producer James Zavaleta
- Sound Designer Catherine Sangiovanni
- Sound Designer Andrew Wodzanowski
- Producer Kalisha Allen
- Associate Producer Matt Kerr
- Creative Director Talon Gustafson
- Senior Art Director Luis Pombo
- HP Tim LeGallo
- DP Dion Beebe
- Producer Tanya Stephens
- VFX Assistant Jacob Robinson
- Producer Lupita Alvarez
- Composer Aaron Kotler
Credits
powered by
- Agency Saatchi & Saatchi/New York
- Production Company Biscuit Filmworks/USA
- Director Aaron Stoller
- Chief Creative Officer Daniel Lobaton
- Chief Creative Officer Ciro Sarmiento
- Creative Director Brian Pinkley
- Senior Producer Danielle Hallack
- Associate Producer Anna James
- Senior Copywriter Nick Romano
- Managing Director Shawn Lacy
- Executive Producer Holly Vega
- Head of Production Sean Moody
- Edit Company Arcade Edit
- Editor Jeff Ferruzzo
- Executive Producer Sila Soyer
- Senior Post Producer Andrew Cravotta
- Assistant Editor Chris Angel
- Sound Design Harbor Picture Company
- Sound Designer/Audio Mixer Steve Perski
- Senior Audio Producer Lauren Boyle
- Audio Producer Cammie Mcgarry
- Senior Colorist Adrian Seery
- Producer Brad Martin
- VFX Supervisor/VFX Artist Andrew Granell
- Executive Producer Jesse Schwartz
- Music Company Pickle Music + Sound
- Executive Creative Director Alexis Estiz
- Executive Music Producer James Zavaleta
- Sound Designer Catherine Sangiovanni
- Sound Designer Andrew Wodzanowski
- Producer Kalisha Allen
- Associate Producer Matt Kerr
- Creative Director Talon Gustafson
- Senior Art Director Luis Pombo
- HP Tim LeGallo
- DP Dion Beebe
- Producer Tanya Stephens
- VFX Assistant Jacob Robinson
- Producer Lupita Alvarez
- Composer Aaron Kotler
This fun ad, created by Saatchi & Saatchi for the liquid detergent Downy Unstoppables, features a brand ambassador who feels that due diligence is more important than just collecting a few bucks for a big game commercial.
In an amusing film, titled I'm Not Doing It, directed by Aaron Stoller, through Biscuit Filmworks, the sceptical celeb appears hooded by a hoody. He refuses to show his face in any creative until he can prove the claim that Downy’s scent is long-lasting.
He’s got to "sniff it to believe it,” so for the next two months he’ll be smelling his shirt and documenting it, to make sure that Downy's perfume does last for 12 weeks, and if the scent holds up his face will be revealed during the Super Bowl on 12 February 2023.
