# Clothes-Loving Campaigns The Palmolive Sta-Soft Ads Promote a Passionate Wardrobe Relationship By Meghan Young | Published 2012-09-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/palmolive-stasoft References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/09/palmolive-sta-soft-fabric-softener-line-up-queen-superhero/) & [yr](http://www.yr.com) The Palmolive Sta-Soft ad campaign shows just how much this product will change people's perceptions of their clothing. With a tag line that reads, "Love your clothes," it promotes a new loving relationship between a person and their wardrobe. From Superman being unable to shed his classic Clark Kent button-up shirt to the Queen of [England](https://www.trendhunter.com/trends/every-bit-of-luck-helps) sporting an 'I Heart NY' t-shirt during a parade, the Palmolive Sta-Soft ad campaign is all about appreciating pieces of clothes in new ways. Conceived by the [Young & Rubicam](https://www.trendhunter.com/trends/paris-printemps-popup) ad agency based in Johannesburg, South Africa, the Palmolive Sta-Soft ad campaign was art directed by Grant Seller and Bruce Murphy with creative direction by Michael Blore and Ian Franks. It was photographed by Michael Meyersfeld. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 74% | Activity: 46% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Appreciative Wardrobe:** There is an opportunity for clothing brands to create campaigns that promote a loving relationship between a person and their wardrobe. - **Clothing Product Enhancement:** There is an opportunity for companies that create fabric softeners or other products that enhance clothing to promote their benefits via advertising campaigns. - **Sentimental Clothing Advertising:** There is an opportunity for a sentimental advertising campaign that promotes the emotional relationship people have with their clothing. ### Industries Being Reshaped - **Clothing and Apparel:** The clothing and apparel industry can take advantage of the opportunity to promote a loving relationship between a person and their wardrobe. - **Household Products:** The household product industry can promote the benefits of fabric softeners and other products that enhance clothing. - **Advertising and Marketing:** The advertising and marketing industry can create sentimental campaigns that promote the emotional relationship people have with their clothing. ## Related on Trend Hunter - [Grandmotherly Laundry Campaigns](https://www.trendhunter.com/trends/abuela-tag-reader.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Humorous Menswear Ads](https://www.trendhunter.com/trends/mens-wearhouse.md) - [Comedic Body Wash Ads](https://www.trendhunter.com/trends/moist-humor.md) - [New Years Specific Campaigns](https://www.trendhunter.com/trends/unready-for-anything.md) - [Clothing Care Hotlines](https://www.trendhunter.com/trends/wardrobe-refresh-hotline.md) - [Product Review-Centered Campaigns](https://www.trendhunter.com/trends/kitchenaid-love-the-racks.md) - [Botanical-Inspired Laundry Products](https://www.trendhunter.com/trends/comfort-laundry-products.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md)