Lowe Campbell Ewald Reaches ‘Crescendo’ for Snuggle

By Erik Oster 

Lowe Campbell Ewald launched a new campaign for Sun Products Snuggle, introducing the new fragrance Fresh Spring Flowers.

Aside from the new scent, the campaign, entitled “Crescendo” (for some reason), isn’t really anything new from the brand. In the 30-second spot above, the brand’s teddy bear mascot introduces the Fresh Spring Flowers scent, cut with footage of a young family doing laundry, lounging on a soft, pink blanket inside and outside on a hammock, and enjoying an outdoor movie screening. The Snuggle bear promises (in a voice some may find irritating) the detergent “stays fresh for 30 days, with the value you love” and promises it is “the ultimate in snuggly softness.” Of course, the ad is targeted directly at families with small children, who the mascot is designed to appeal to. According to a statement, the “Crescendo” campaign is “part of Sun Products’ larger campaign focused on storytelling – bringing attention to rich family moments.”



Chief Creative Officer:  Mark Simon                                                                                                                                                                                                  Executive Creative Director:  Chip Rich


Art Director:  Kelley Samanka                                                                                                                                                                                                                 Copywriter: Erin McHugh                                                                                                                                                                                                                        Producers: Matt Joyner                                                                                                                                                                                                                                          Account Team: Jonathan Lange, Joseph Witmer

Production Company: Rebolucion                                                                                                                                                                                                       Director: Baby                                                                                                                                                                                                                                             Director of Photography: Critian Cottet                                                                                                                                                                                         Executive Producer: Ezequiel Ortiz                                                                                                                                                                                                            Line Producer: Marcelo Dovidio

Editing House: Cutting Room                                                                                                                                                                                                                   Editor: Merritt Duff                                                                                                                                                                                                                                Producer: Tara Holmes                                                                                                                

Music House: MAS – Music and Strategy                                                                                                                                                                                       Composer:  Vanessa James                                                                                                                                                                                                                 Producer: Jenn Johnson                                                                                                                

Audio Mix: Cutting Room                                                                                                                                                                                                                                         Mixer: Walter Bianco