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Cutwater Lends Giant Advice for New Brawny Paper Towels Spots

Agency launches new 'Stay Giant' campaign directed by Dummy's Harold Einstein

Cutwater Lends Giant Advice for New Brawny Paper Towels Spots

Leveraging Brawny’s historical brand equities, Brawny and Cutwater concepted “Stay Giant,” a brand identity that goes far beyond paper towels and refreshes Brawny’s tough equities for a new generation. “Stay Giant” hits on an emotional and human note, encouraging people to be resilient in the face of life’s daily challenges- from overcoming daily annoyances like an unexpected mess from a dog, to larger challenges in life like an injury following duty overseas. To showcase this attitudinal resilience, The Brawny Man is front and center in all communications and is shown in a mythical, giant size, originally seen in 1974.

The campaign also breaks from many of the conventions of traditional paper towel advertising that today’s consumers reject according to research conducted by Georgia-Pacific. Gone are the moms in sparkling clean kitchens smiling happily as they clean up someone else’s mess as if it was the highlight of their day. Also, today’s Brawny Man isn’t coming to the rescue to ‘save’ confused housewives facing cleaning problems they can’t solve on their own. Instead, The Brawny Man is the voice of reason and encouragement that helps people to rise up to a challenge, often very thankless daily tasks, and to not stress over the small stuff.

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Creative Agency

Creative Agency: Cutwater

Copywriter: Chuck McBride, Ray Connolly, Simone Nobilli, John Reid

Art Director: Gong Liu

Chief Creative Officer: Chuck McBride

President: Christian Hughes

Executive Producer: Daniel Tuggle

Senior Account Manager: Greer Gonerka

Production Company

Production Company: Dummy

Executive Producer: Eric Liney

Director: Harold Einstein

DOP: Glynn Speeckaert


Edit Company: Arcade Edit

Editor: Dave Anderson

Edit Assistant: Healy Snow

Producer: Kirsten Thon-Webb

Executive Producer: Nicole Visram

Managing Director: Damian Stevens

Post Production / VFX

Post Production Company: The Mill

Colourist: Gregory Reese

Producer: (Agency) Jenn Suttlemyre , Anastasia von Rohl

Visual Effects: Glyn Tebbutt

Executive Producer: Thatcher Peterson


Sound Mix: Margarita Mix

Category: Home appliances , Kitchen

Genre: Comedy