Downy Softener Campaign: Your Clothes Are Not There

By: Ayman - Published: Apr 8, 2008 • References: arabaquarius.blogspot
I just couldn't stop laughing at these Downy Softener ads. They are very witty and funny.

The aim of the campaign is to promote Downy Softener's effect on your clothes, leaving them extra soft and comfortable to wear.

With the tag line, "You feel like your clothes are not there" the ads show a woman in her bedroom, bathroom or closet, reacting as if she was naked when someone enters the room. She tries to cover her private areas with a shocked look on her face.

I love the cleverness of the idea and the delivery. My favorite is the bedroom ad, the look on her face is priceless. The other two are pretty good, but look a bit forced. Stats for Funny Phobiads Trending: Older & Average
Research: 7,871 clicks in 424 w
Interest: 4 minutes
Concept: Funny Phobiads
Related: 61 examples / 47 photos
Segment: Neutral, 18-55
Comparison Set: 22 similar articles, including: marshmallow-topped pizzas, oceanic coffee tables, and commercial manufacturing 3d printers.