Campaign Spotlight: Grandparents Get Naughty and Send the Wrong Message in Downy’s Anti-Wrinkle Project with GREY NY


NEW YORK – Statistically speaking, if your clothes are wrinkled and messy, people are more likely to assume you’re up to no good.

Especially if you happen to be a couple of grandparents emerging from a tiny hallway closet.

In a continuation of their “Wrinkles send the wrong message” campaign, Procter & Gamble’s multi-agency shop Woven (with teams from Grey) has taken another look at all the negative misconceptions a messy outfit can create.

Pop Pop | Downy WrinkleGuard

The new 30-second ad for Downy WrinkleGuard showcases an unfortunate miscommunication between a grandson and his grandparents doing some work in the hallway closet. Their wrinkles send a message no grandchild ever wants to see and offers the anti-wrinkle product, Downy WrinkleGuard, as a solution to all of our wrinkled-outfit-woes.

The work from Woven is a follow up to Downy WrinkleGuard’s launch work featuring Coach Jim Harbaugh, and this 30-second spot entitled “Guilty”.

Guilty | Downy WrinkleGuard


Advertiser: Downy, Procter & Gamble
Spot Title: ‘Pop Pop’

Agency: Grey NY / Woven Collaborative
Worldwide Chief Creative Officer: John Patroulis
Executive Creative Director: Joe Mongognia
Associate Creative Director/ Art Director: Lillian O’Connor
Associate Creative Director/ Writer: Brett Simone
Art Director: Alyssa Gaddis
Writer: Abigail Hoeflinger
EVP, Global Account Director: Brian Weston
SVP, Account Director: Ernesto James
SVP, Global Account Director: Liz Meny
Account Supervisor: Emily Schein
Senior Account Executive: Lauren Scutt
Assistant Account Executive: Hunter Mitchell-Adams
Project Manager: Morgan Marc
Business Manager: Beverly Beach

EVP, Head of Integrated Production: James McPherson
SVP, Associate Head of Integrated Production: Tania Salter
VP, Executive Producer: Katy Hill
Integrated Producer: Samantha Alvarado
Music Producer: Kurt Steinke, Leland Drake

Director: Chris Balmond
Managing Partner: Stephen Orent
Executive Producer: Caroline Gibney
Producer: Julie Lee
Director of Photography: Nigel Buck
Editor: Alison Mao, Arcade Edit
Music/Sound Design: Dante Desole & Justin Sloan, Townhouse Studios
Colorist: Fergus McCall, The Mill
Finishing: The Mill

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