The Poster Boys of the ‘90s Are ‘Backstreet Back’ in Downy’s Latest Campaign

Saatchi & Saatchi in partnership with Downy has unveil the brand’s biggest innovation in 30 years, Downy Rinse & Refresh. Downy has teamed up with the Backstreet Boys for this campaign to create an unforgettable spot featuring an unexpected musical performance from the internationally renowned '90s pop group.

The Backstreet Boys were the brand’s first choice for talent in the commercial as they provided the perfect blend of nostalgia and mainstream relevancy that Downy hopes to bring to consumers and the 'tell me why' lyrics from 'I Want it That Way' perfectly lent themselves to introducing the new product to seamlessly tell people why they need Downy Rinse & Refresh.

The spot was created by Saatchi & Saatchi New York in partnership with Woven Collective and Smuggler's Guy Shelmerdine.