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What does a sneeze look like?
That’s what art director Mary Anne Infante was charged with creating as a “branding device” in a new series of Kleenex commercials by J. Walter Thompson in New York.
The previous branding device, i.e., the way the logo appears at the end of a commercial, had been the Kleenex logo painted on with a brush, but was deemed too subtle for new ads aimed at making a mark in countries where Kleenex isn’t as ubiquitous as in the U.S.
“Our charge this year was to be incredibly intrusive, make a lot of noise and get noticed,” said Infante.
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