Ad of the Day: Tituss Burgess of Unbreakable Kimmy Schmidt Gets Feisty for Downy

His freshest ad libs yet

Comic actor Tituss Burgess invades the laundry room in Grey's latest work for Downy, which promises "a fresh too feisty to quit."

Frankly, we don't want our clothes getting too feisty. Especially the boxers.

Burgess, best known for his Emmy-nominated turn as the irrepressible roommate on Netflix's Unbreakable Kimmy Schmidt, dons a mauve bow-tie and slammin' turquoise jacket on Downy's behalf, announcing that he plans to "pop a cap of mmm-fresh in that washer."

Mmm-aybe he's referring to the brand's Unstopables In-Wash Scent Boosters. We sincerely hope so. Watch this ad to find out for sure:

"He plays his characters with such a fresh and feisty spirit that when it came time to cast the star of this campaign, he was a natural choice," says Trevor Thrun, associate brand director of North American fabric care at Downy parent Procter & Gamble. "His freshness and feistiness are long-lasting, just like our Unstopables In-Wash Scent Boosters."

Thanks, good too know.

By casting Burgess, Downy seeks to repeat its success from a few years back, when Amy Sedaris starred in ads for the brand. Burgess embodies a similar "feisty, funny personality and also happens to have a huge cult following," says Grey associate creative director Katie Jensen.

For those who can't enough of his oh-so-feisty stuff—and really, who can?—here's a longer cut of that "Boosters" ad:

"Tituss was free to add a lot of his own improvisations to the work," says Jensen. "He added the entire section of what we'll call 'Downy Hamlet.' "

At one point, she recalls, the actor ad-libbed the line "To stop, or Unstop. That is the Downy," and the director, Cameron Harris of Townhouse, immediately called for a retake and dramatic spotlight effect to bring the silly soliloquy to life.

CREDITS

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