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Creative in association withGear Seven
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Coach Keeps His Khakis Wrinkle-Free in Grey NY's New Downy Softener Ad

24/09/2019
Advertising Agency
New York, USA
206
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College football coach Jim Harbaugh stars in new campaign from Grey New York

He drinks whole milk with steak, he once gifted the Pope a football helmet and he’s obsessed with khakis; college football coach Jim Harbaugh is one of the biggest personalities in sports.

As usual, Harbaugh is looking for any advantage he can get – even when it comes to his signature khakis.

Based on the insight that looking put-together and wrinkle-free makes others perceive you as more competent, the campaign pokes at the pressure of public perception Harbaugh faces every day.

 

The work from Procter & Gamble’s multi-agency shop Woven, (with teams from Grey, Marina Maher Communications and Woven’s in-house media team) puts new Downy Wrinkle Guard to the test on football’s most energetic legs. Watching Harbaugh’s stressed out wrinkle-assistant meticulously monitor Harbaugh’s pants is the ultimate odd couple pairing.

The 'hiring' of Harbaugh’s awkward wrinkle-assistant was revealed in a leaked cell phone video several sports outlets reported on last week. The buzz it generated culminated with the launch spot airing on Fox.

More humorous TV spots are slated to roll out during all of Fox’s football broadcasts, including Thursday Night Football, College Football Saturday and Fox NFL Sunday. They’ll be supported with a blitz of social video and real time response social.

"We can’t say for sure how Harbaugh’s season will go, but we do know one thing – those khakis will look flawless, thanks to Downy Wrinkle Guard," said Nate Lawton, brand director at P&G. "As for the hapless wrinkle assistant, time will tell. It's a long season."

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