You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, Taylor Herring has parodied perfume ads for Samsung, all to push an eco-friendly washing machine.
There’s a very specific formula to creating a successful perfume ad, but it often leaves the category open to ridicule.
Enter creative agency Taylor Herring, for client Samsung Electronics. It enlisted Olympian, gold medallist, and fit-man Max Whitlock to star as a perfume parody man and boy does he nail the landing.
As the chiselled face and torso of ‘Freshly Laundered – Eco Edition’, Samsung's new perfume that smells like just-washed clothing, Whitlock recreates famous ads and pommels its new ecobubble washing machine.
First, the fragrance comes bottled in a washing machine. It was sent out to the press (I’m currently wearing it).
Shoppers who purchase an ecobubble washing machine from Samsung’s flagship experience space, Samsung KX in Coal Drops Yard, King’s Cross, London, will also get the fragrance. And there will be competitions on social to dole out a few more. In addition to this idea, which helps you manage a second day wearing that grotty T-shirt, is a hero ad spot, OOH, PR and digital content.
The spot, which references the likes of Brad Pitt’s Chanel No.5 spot, will premiere on the UK’s biggest screen at Piccadilly Circus. It’s sure to cause quite the stir.
I’m informed that Max Whitlock took time out from his busy shoot (they worked him hard) to say: “This new Samsung machine is an amazing piece of kit – it washes clothes brilliantly but also doubles up as a perfect pommel horse’.
“The perfume smells amazing too – we athletes spend much of our working lives surrounded by sweaty kit, so we appreciate the refreshing smell of clean laundry more than most. I had a huge amount of fun creating a range of spoof ads for the new Samsung ecobubble, it’s even better knowing that I’m helping to launch a product that’s eco-friendly and is making a difference to the environment.”
Ruth Story, head of marketing digital appliances at Samsung Electronics, pointed out that the fragrance was inspired by a UK survey about the nation’s favourite smells (freshly laundered clothes won).
Taylor Herring’s had a lot of fun with this account. It was in 2017, it produced its first TV ad for this account, forcing viewers to watch a bold, lengthy spot showing an earlier washing machine model in action.