Napkins can prove that even the sloppiest eaters can finish with a dainty dab of the mouth, as a new campaign for Vanity Fair napkins proves.
‘How Lovely’ from paper giant Georgia-Pacific’s new agency of record Figliulo&Partners, celebrates the fact that our instincts get the best of us sometimes, but can be wiped away with a Vanity Fair napkin.
Several relatable scenarios, across video, radio, experiential and social media, make up this campaign. The video spots include:
'Noodles', where an out-of-his-element boyfriend is told that slurping noodles is customary; 'Bib', finding a dad pulling out a morsel of food from his toddler’s bib; 'Wings', a passionate chicken wing eater who redeems his indulgences with a dab, and; 'Pot', showing a woman really enjoying her own cooking in all its sloppy glory. Each are tagged with a tuxedoed butler character saying “how lovely”.
"Sometimes human nature gets the best of us and it’s in those moments that a proper dab of the mouth with a nice napkin can redeem us all,” said Scott Vitrone, Partner and chief creative officer, Figliulo&Partners.
“We believe brand stories transform business and we’re excited to embark on a new storytelling journey to encourage everyone to make Vanity Fair napkins a part of their everyday lives,” said Lloyd Lorenzsonn from Vanity Fair. “There is a quality to humans where we all, on some level, want to see ourselves as never having a ‘less than perfect’ moment, but ‘How Lovely’ is an accurate depiction of real life situations that can be redeemed with the use of a Vanity Fair napkin.”
‘How Lovely’ is the first campaign debuting under Vanity Fair Napkin’s new partnership with F&P. The agency assumed lead creative responsibilities earlier this year and oversees the brand’s integrated creative work. Georgia-Pacific’s media agency, Zenith Media, partnered with F&P on communications planning and media buying for the campaign.