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