Air Wick Brings Scents of the Family Home to a Soldier Overseas in This Emotional Ad

Baseball glove to apple pie

Headshot of Tim Nudd

It's no secret that scent can be a powerful emotional trigger. Air Wick uses that to memorable effect in this new long-form ad from Droga5—by capturing the scents of home, infusing them into customized candles and sending them to a U.S. serviceman overseas so he can feel closer to his wife and six children at home in North Carolina.

The spot doesn't skimp on poignant moments, or patriotic themes. Apple pie and a baseball glove are among the scents packaged up and sent to Kearen Feller, who hasn't seen his family in 11 months while stationed at Qatar Air Force Base.

Air Wick doesn't actually create customized scented candles. The point of the film is a broader one—simply to show the role scent plays in triggering homey memories.


Client: Reckitt Benckiser/Air Wick

Campaign: Home is in the Air

Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Creative Director: Tim Gordon

Creative Director: Mike Long

Senior Copywriter: Tara Lawall

Senior Art Director: Devon Hong:

Chief Creation Officer: Sally-Ann Dale

Head of Broadcast Production: Ben Davies

Executive Producer: Adam Perloff

Broadcast Producer: Leah Donnenberg

Senior Print Producer: Joni Adams

Global Chief Strategy Officer: Jonny Bauer

Group Strategy Director: George Bennett

Senior Brand Strategist: Will Davie

Head of Communications Strategy: Colleen Leddy

Communications Strategist: Bryn Little

Group Account Director: Olivia Legere

Account Director: Lauren Solomon

Account Manager: Brett Niebling

Client: Reckitt Benckiser

SVP, Global Marketing & Digital Experience: Laurent Faracci

GM Marketing US: Chris Tedesco

Marketing Director, Air Wick: Tiffany Mclaud:

Senior Brand Manager, Air Wick: Gary Rizzo:

Brand Manager, Air Wick: Matthew Davis:

Production Company: Über Content

Director: Keith Ehrlich

DOP: Jackson Hunt

Executive Producer: Steve Wi

Producer: Tracey Karka

Editorial: Cosmo Street

Editor: Mark Potter:

Assistant Editor Jon Allen

Executive ProducerMaura Woodward

Producer: Heather Richardson

Color Grading: Moving Picture Company

Executive Producer: Adina Birnbaum

Colorist: Adrian Seery

Post Production: Switch FX

Executive Producer: Diana Dayrit

Producer: Cara Flynn

Flame Artist: Andrew Rea

Music: Zeitlin Music

Composer: Roman Zeitlin

Sound: Sonic Union

Mixer: Rob McIver

@nudd Tim Nudd is a former creative editor of Adweek.