D’Arcy is launching a press campaign for Procter & Gamble’s Bounce
tumble drier sheets, marking a departure from the brand’s traditional TV
The campaign, which breaks later this week, will run in women’s
lifestyle magazines. It aims to communicate that by using Bounce,
consumers can get outdoor freshness in their laundry, regardless of the
weather. The ads will be supported by sponsorship idents on GMTV weather
forecasts, marking the first time that P&G has sponsored programming in
The idents and press ads both feature people in everyday situations
wearing clothes made entirely of fresh flowers, alongside the endline:
’For that fresh outdoor feeling. Come rain or shine.’
’The creatives came up with a striking idea of using real flowers to
demonstrate the brand’s wonderful outdoor freshness,’ Georgie Shooter,
board account director at D’Arcy, said.
One execution features a woman reclining on a sofa in a robe which is
covered in tiny purple flowers. Another features a man sporting a daisy
covered shirt and trousers made entirely of leaves. A third shows a
young boy wearing a grass suit.
Six idents will run five times daily before the weather forecast on GMTV
- each ident will begin by showing the viewer a misleading close-up,
then panning back to reveal the full picture.
In ’mower’, the viewer initially sees a close-up of grass while hearing
the sound of a lawn mower. Then the shot widens to reveal a man wearing
a towel made of fresh grass, shaving with an electric razor.
The campaign was written by Simon Impey, art directed by Jon Daniel and
directed by Dave Stewart through Production International.
Media was bought and planned by MediaVest.