Client: Downy
Date: Jan 2020
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Statistically speaking, if your clothes are wrinkled and messy, people are more likely to assume you’re up to no good. Especially if you happen to be a couple of grandparents emerging from a tiny hallway closet.

In a continuation of the 'Wrinkles send the wrong message' campaign, Procter & Gamble’s multi-agency shop Woven (with teams from Grey) has taken another look at all the negative misconceptions a messy outfit can create.

The new 30-second ad for Downy WrinkleGuard showcases an unfortunate miscommunication between a grandson and his grandparents doing some work in the hallway closet. Their wrinkles send a message no grandchild ever wants to see and offers the anti-wrinkle product, Downy WrinkleGuard, as a solution to all of our wrinkled-outfit-woes.



Advertiser: Downy, Procter & Gamble

Spot Title:

· Pop Pop

Agency: Grey NY / Woven Collaborative

Worldwide Chief Creative Officer: John Patroulis

Executive Creative Director: Joe Mongognia

Associate Creative Director/ Art Director: Lillian O’Connor

Associate Creative Director/ Writer: Brett Simone

Art Director: Alyssa Gaddis

Writer: Abigail Hoeflinger

EVP, Global Account Director: Brian Weston

SVP, Account Director: Ernesto James

SVP, Global Account Director: Liz Meny

Account Supervisor: Emily Schein

Senior Account Executive: Lauren Scutt

Assistant Account Executive: Hunter Mitchell-Adams

Project Manager: Morgan Marc

Business Manager: Beverly Beach


EVP, Head of Integrated Production: James McPherson

SVP, Associate Head of Integrated Production: Tania Salter

VP, Executive Producer: Katy Hill

Integrated Producer: Samantha Alvarado

Music Producer: Kurt Steinke, Leland Drake


Director: Chris Balmond

Managing Partner: Stephen Orent

Executive Producer: Caroline Gibney

Producer: Julie Lee

Director of Photography: Nigel Buck

Editor: Alison Mao, Arcade Edit

Music/Sound Design: Dante Desole & Justin Sloan, Townhouse Studios

Colorist: Fergus McCall, The Mill

Finishing: The Mill