Downy - "Rinse It Out"

Leo Burnett Toronto

Leo Burnett Toronto Toronto, Canada

201

Brand: Downy
Country: Canada

Advertiser: Procter & Gamble

Title	Rinse It Out
Brief	Downy Rinse & Refresh is guaranteed to fight odors in just one wash. But how do you convince people to add a brand new step to their laundry process?We knew nobody likes stinky clothes. But odors that won't leave, even after multiple washes? It's like being stuck in a toxic relationship you can't get out of. And that was the key.To bring to life the emotional journey Downy Rinse & Refresh will take you on, we decided to reinvent the greatest of all emotional roller coasters: Bonnie Tyler's 80's power ballad "Total Eclipse of the Heart". (We just had to adjust the lyrics a teensy bit.)"Rinse It Out" tells the story of one woman's escape from despair to liberation — a powerhouse performance that fully embraces all the dramatic excess of the classic music video.Because if you've ever been stuck in a bad relationship — or had a stink that won't quit — you know just how good it feels when you're finally free.
Agency	Leo Burnett Toronto
Campaign	Rinse It Out
Advertiser	Procter & Gamble
Brand	Downy
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Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Story	Subscribers Only
Media Type	Radio
Length	30 seconds
Production	Radke
President	..n T..r Subscribers Only
Chief Creative Officer	S...e P....co Subscribers Only
Chief Creative Officer	L..a Gr.....rg Subscribers Only
Managing Director	N....ha Da....is Subscribers Only
Chief Strategy Officer	T...r A...d Subscribers Only
Group Creative Director	M...an K....ak Subscribers Only
Group Creative Director	M..t Wi.....son Subscribers Only
Associate Creative Director	J...n S....ey Subscribers Only
Copywriter	J...n S....ey Subscribers Only
EVP	J...n St....ik Subscribers Only
Executive Creative Director	J...n St....ik Subscribers Only
SVP	M..u Ko.....icz Subscribers Only
Executive Creative Director	M..u Ko.....icz Subscribers Only
Account Executive	C...ly S...ps Subscribers Only
President	C....in Re....ds Subscribers Only
Senior Producer	T...y D...is Subscribers Only
Executive Producer	t..y d....co Subscribers Only
Production	Pr.....ird Subscribers Only
Director	Q...n Ka.....an Subscribers Only
Executive Producer	J...ne St.....ski Subscribers Only
Post Production	H...or P....re C....ny Subscribers Only
Editor	.K Ca.....ton Subscribers Only
Post Production	B...n B....er Subscribers Only
Associate Creative Director	K..e Sc....nd Subscribers Only