Comfort: The Uncomfortable Life Of Paul Jenkins

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Released:	November 2007
Brand name:	COMFORT
Agency:	Ogilvy London
Country:	United Kingdom
Category:	Household maintenance & pet products
Awards:	London International Awards 2007 London Awards 2007 TV Home Product Silver
Tags:	News Award show winner

Credits:

Description
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Our challenge was to reframe Comfort's core benefits so they'd serve as a reason why Comfort makes a good clothes day - the new brand line established the brand. We wanted to dramatise how Comfort made you feel great in you clothes rather than just explaining how Comfort made clothes feel great. Practically everyone we spoke to, whether in Europe, Latin America or South East Asia referred to Jeans when they were talking about clothes they felt great in. Jeans really are a universal item of clothing that eptimomises comfort - emotional if not always physical. Indeed, when jeans feel good, they're the item of clothing that people feel really comfortable in - the very stuff of good clothes day. Cardboard jeans are a problem that Comfort can solve. Its what it does; it softens the fibres that cause the problem. This provided us with the campaign proposition: Say goodbye to cardboard jeans with Comfort. The clarity of the 'say goodbye to cardboard jeans with Comfort' proposition opened doors for a number of other actvities, such as the short film which tells the story of "The uncomfortable Life of Paul Jenkins", a real-world character who suffers from cardboard jeans with serious lifestyle consquences but who shuns help, refusing to use Comfort to alleviate the symptons. This was a different way to draw people's attention to Comfort and what it can do. By focusing on what Comfort isn't, it allows for a more risque tone of voice which adds to its appeal.

Creative Commentary
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Comfort in traditional media lives in a ' cloth world'.
We wanted to explore what would happen if we put comfort in the
real world.
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Product : Comfort
Agency : Ogilvy London
Creatives : Malcolm Poynton (Executive Creative Director)
Alasdair Graham (Creative Director)
Tony Haigh (Art Director)
Sue Higgs (Copywriter)
Kayt Hall (Agency Producer)

Director(s) : Matt Carter

Prod. Co. : Feel Films
Country : United Kingdom