MILES by Leo Burnett Toronto for Era

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MILES

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Industry Household maintenance & pet products
Media Radio
Market Canada
Agency Leo Burnett Toronto
Creative Director Heather Chambers, Judy Joh
Producer Adam Damelin
Account Supervisor Caitlin Martin-Evans
Production The Eggplant
Released August 2010

Credits & Description

Category: Household
Advertiser: PROCTER & GAMBLE
Product/Service: GAIN LAUNDRY DETERGENT
Agency: LEO BURNETT TORONTO
Creative Director: Judy Joh/Heather Chambers
Scriptwriter: Steve Persico
Agency Producer: Jacqueline Bellmore
Account Supervisor: Caitlin Martin-Evans
Production Company: EGGPLANT PRODUCTIONS, Toronto, CANADA
Producer: Adam Damelin
Sound Engineer: Brandon Unis/Nathan Hardy
Other Credits: Talent: Ron Pardo
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: LEO BURNETT TORONTO, CANADA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Loud banging MVO: Hello, hey hey yeah you! Yeah you, the short... ANN: You’re listening to Miles. He wants into a department store that closed thirty-five minutes ago just so he can return a sweater vest he bought, wore, lost the receipt for and dropped peanut butter on. Miles doesn’t care about being inconsiderate. He stands in the centre of escalators. He enters buses before letting others off. He leaves shopping carts in the middle of parking lots. When Miles sneezes, he doesn’t cover his mouth. When people ask Miles for directions, he pretends to not speak English. When there’s one donut left in the box, Miles always takes it. Why is Miles such an unhappy person? It could be the life long battle with feet that are nearly two shoe sizes apart. But we think it’s because he has yet to smell the amazing scent of Gain Laundry Detergent. Just one whiff of Gain’s scent and it will give anyone a moment of joy they’ll never forget. Even inconsiderate, stubborn, self-centred, impolite, gluttons like Miles. Gain. Sniff, sniff, hurray. MVO: I’ll. Be. Back... later!