Tituss Burgess Gets Fresh, Feisty in Grey New York’s Latest for Downy

By Erik Oster 

For Grey New York’s new campaign promoting Downy’s Unstoppables In-Wash Scent Boosters, the agency turned to comic actor Tituss Burgess, who is best known for portraying roommate Titus Andromedon on Netflix’s Unbreakable Kimmy Schmidt.

In a 15-second spot, Burgess scoots into the scene to tell a woman doing laundry to “Unstop right there.” He explains that he’s about to “pop a cap of mmm-fresh in that washer” which will provide a fresh scent which lasts up to 12 weeks. That feels almost as long as unskippable online spots, he adds, with a knowing look at the camera.

While the brief spot is unable to live up to the actor’s comedic potential, it still provides more entertainment value than you’d expect from the category. There’s also a full-length version which stretches on for over a minute. If there’s a looseness to the extended version, that’s because Grey New York and Downy let Burgess improvise some of his lines, including an unexpected Shakespeare reference. Just don’t ask him to fold clothes.

“Tituss was free to add a lot of his own improvisations to the work, Grey associate creative director Katie Jensen explained to Adweek. “He added the entire section of what we’ll call ‘Downy Hamlet.'”

Advertiser: P&G/Unstopables
Agency: Grey New York
Chief Creative Officer, Grey New York: Andreas Dahlqvist
Executive Creative Director, Grey New York: Lisa Topol
Executive Creative Director, Grey New York: Derek Barnes
ACD/Art Director, Grey New York: Katie Jensen
ACD/Copywriter, Grey New York: Ani Munoz
Strategy Director, Grey New York: Justine Feron
Strategist, Grey New York: Toni Dawkins
EVP/Global Account Director, Grey New York: Caroline Winterton
SVP/Global Account Director, Grey New York: Stephanie O’Donnell
VP/Account Director, Grey New York: Kelly Norris
Account Executive, Grey New York: David Slifer
Assistant Account Executive, Grey New York, Alana Goldstein
Production Company: Townhouse
Townhouse President: Bennett McCarroll
Townhouse Head of Integrated Production: James McPherson
Townhouse Exec. Integrated Producer: Stacy Towle
Townhouse VP Integrated Producer: Angela Ong
Townhouse Music Producer: David Lapinsky
Production Company: Gravy Films
Executive Producer: Brent Stroller
Director: Cameron Harris
Director of Photography: German Lammers
Foreign Production Company: StoryWeProduce
Editor : Lindsey Houston, Townhouse Studios
Music/Sound Design: Audio Network & Extreme Reach
Principal Talent: Tituss Burgess, Carolina Bolina