This new Surf ad smells that good

“A scent obsession! Darling Films share Smells That Good for Surf, directed by Jamie Maule-Ffinch.

From the creative minds of Sophie McGovern and Alex Prendergrast at MullenLowe UK. It was brilliant to have partnered with Surf, Unilever and the incredible teams at MullenLowe, Marshall Street Editors, Absolute, Jungle Studios, Curious Productions and Karma Film Production Company.

"Surf came to us with a brief to reinject energy into a brand that, despite its enormous scale, needed some new excitement. We had to make something that had fun at its core, attracting new audiences, while reinforcing its unmatchable fragrances." said Eduardo Salles, Global Creative Director, MullenLowe UK.

As one of the UK’s leading laundry detergents and Unilever’s second largest brand in this category, Smells That Good is part of a brand-new strategy for the product after MullenLowe acquired the account in May of this year with a strategic focus on vibrancy and joy for their upcoming product launches.

“This was definitely a fun one to shoot. Our fabulous cast and crew bought great energy and joy and the Team at Mullen Lowe were supportive and collaborative throughout. A great team!” adds Clare Timms, Managing Director / EP at Darling Films, Ridley Scott Creative Group.

The campaign rolled out October 14th across TV, social, OOH, and print with the media agency behind the campaign being Mindshare.”