Laughlin Constable Leverages the “Daaamp!” in DampRid with Humorous Campaign

When musty odours hit your home – closets, bathrooms, laundry and  mud rooms, basements – W.M. Barr wants everyone everywhere to think of DampRid moisture absorber  products, so it turned to independent agency Laughlin Constable to concept and craft a new national  integrated campaign that launches this week. 

The campaign – Get Rid of the Daaamp – leverages the “Daaamp!” in DampRid in a comedic fashion, brought to life to deliver a viral-worthy catch phrase whenever one smells that musty smell.

“What’s more fun than a repeatable line that just so happens to be the name of the product. When we  first came up with the idea, I just thought Daaaaaamp, we’re on to something,” said Jon Laughlin, chief  creative officer at Laughlin Constable. “Now it’s time to share the idea and support a great product  nationwide.” 

The fully integrated campaign features :15 and :06 TV/video spots as well as digital, social, :30, :15 and  :10 radio and in-store creative. The campaign will run nationwide via a geographic, weather-related  strategic buy as dampness peaks. The campaign debuts in the Southeast and will span across the U.S. by  May 2025. 

Laughlin Constable won the assignment after a competitive search process led by W.M. Barr in November  2024. The campaign positions DampRid as homeowners’ go-to solution for besting moisture – the culprit  of musty odours – because it solves the problem at its source. DampRid locks away moisture thanks to its  product design and gives homeowners peace of mind knowing they don’t have to worry about the stress,  anxiety or embarrassment that musty odours trigger. 

The broadcast spots were shot on location in Los Angeles with Laughlin’s award-winning production arm,  HIVE Content Studio. 

“This was such a fun idea, but we knew the delivery of the line was key for it to hit home,” said Vincent  Geraghty, EVP, head of production for HIVE. “We needed to capture the comedic performance and  timing required to make the spots special. We were able to combine a believable performance with an  over-the-top approach to our signature line “Daaamp” that had us rolling on set.” 

Laughlin Constable was recently honored as an Ad Age 2024 Small Agency of the Year, as well as  recently recognised with 2024 Clio, Effie, and ADDY awards for its work in creative, production and  media.