Creative Director’s Choice: Fortnight Collective’s Andy Nathan on Lysol’s ‘Teddy Repair’ campaign

Lysol's 'Teddy Repair' campaign

Creative Director’s Choice gives creative directors a chance to highlight the work they think is the best out in the ad world — the ads and campaigns they believe are making a difference.

This week, Andy Nathan, Fortnight Collective's founder and chief executive officer, talks about why Lysol’s ‘Teddy Repair’ connects so well with parents and kids.

While most brands are going down the safe product-demo route nowadays, it’s not too often you hear about a brand that’s doing more than just putting the basic reasons to believe on repeat.

This is why Lysol’s ‘Teddy Repair’ campaign from McCann New York stood out to me when I first saw it in my feed. On the heels of its 2017’s ‘Protect Like a Mother’ spot, the company has continued to take huge strides, effectively giving a functional brand more emotional power. Yes, it has demonstrated what this product does, but more important, it also shown why it matters. Lysol’s Laundry Sanitizers cleans because it loves the things you love.

The idea of coming to the rescue of a child’s best friend, their teddy bear, could have easily been translated into an amazing TV script. But they didn’t go there. Instead, the brand took care to make every detail live in the real world with the rest of us, and our kids, from inviting real teddy bears to be repaired to making their journeys trackable, to filming real reactions of the unboxing. All of that became shareable content – and getting people to share something about a cleaning products is always pretty impressive.

What stood out to me the most is that this is a product that you actually need to keep away from your kids. And yet, this idea found a way to have kids interact with the brand and product in a positive way. By doing so, it showed parents that Lysol isn’t just helping their kids’ teddy bears get clean, but is also helping their kids, and the rest of the family, stay healthy.

Andy Nathan is founder and chief executive officer at Boulder agency Fortnight Collective.

See the work by clicking on the Creative Works box below.

To see the latest creative ads and campaigns, visit The Drum’s Creative Works section. If you or your creative director would like to be featured in our Creative Director’s Choice, please contact Kyle O’Brien.

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