Downy Print MEAN JOE GREENE by Grey New York

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Industry Washing powders & Detergents
Media Print, Magazine & Newspaper
Market United States
Agency Grey New York
Director Brendan Gibbons
Executive Creative Director Alice Ericsson
Art Director Gino Gianneschi
Copywriter Anne Stesney
Account Supervisor Jeanne Cardillo
Editor Cosmo Street - Lawrence Young
Released February 2012

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: P&G
Product/Service: DOWNY
President/Chief Creative Officer: Tor Myhren (Grey New York)
Executive Creative Director: Alice Ericsson (Grey New York)
Art Director: Gino Gianneschi (Grey New York)
Copywriter: Anne Stesney (Grey New York)
Agency Producer: Judi Nierman (Grey New York)
Music Producer: Don McNally (Grey New York)
Production Company: -- (Station Films)
Executive Producer: Tom Rossano (Station Films)
Director: Brendan Gibbons
Director Of Photography: Bryan Newman
Line Producer: Kate Sutherland (Station Films)
Editor: Lawrence Young (No6)
Sound Design: -- (Human)
Editing Company: -- (No6)
Account Director: Lisa Buckley (Grey New York)
Account Supervisor: Jeanne Cardillo (Grey New York)
Assistant Account Executive: Kelly Norris (Grey New York)
Agency Planner: Laura Rowan (Grey New York)
Media placement: Digital Content - Facebook / AOL / Google - 31 January 2011
Media placement: Vignettes - Downy YouTube Channel - 5 February 2012
Media placement: :15 TV Spot - NBC - 5 February 2012
Media placement: :30 TV Spot - Downy YouTube Channel - 31 January 2011
Media placement: #TouchDowny Twitter Contest - Twitter - 5 February 2012

Describe the objective of the promotion.
Prove that a classic like Downy still has what it takes to be relevant by giving a feisty fresh upgrade to an old classic.

Describe how the promotion developed from concept to implementation.
Downy took Coke’s iconic Super Bowl commercial and gave it a fresh spin with new Downy Unstoppables. We convinced legendary football player, Mean Joe Greene, to return to TV and play himself for the first time since the famous spot aired over 30 years ago. Amy Sedaris (comedienne) stepped in to play the role of the little boy and charms Joe into once again giving up his jersey by offering him her Downy Unstoppables.

We invited fans to play our #TouchDowny Twitter contest where they tweeted at every touchdown to win product samples and gift cards.

Explain why the method of promotion was most relevant to the product or service.
By using social media channels to promote the spot and contest, Downy proved that their media strategy was as innovative as the new category they invented with Downy Unstoppables.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over 1m views of spot on YouTube
Twitter followers increased by 43%
Downy rolled out behind the scenes footage and additional content on Facebook during the game adding over 45,000 new fans
Over 3m earned media impressions
Increased sales by 40%