This Year, Treat Your Valentine to a Wonderfully Creepy Love Song From Snuggle Bear

Whether you're anticipating or dreading Valentine's Day, here's a delightfully ridiculous campaign from fabric softener Snuggle, and its teddy bear mascot, that's sure to improve your Feb. 14. In a set of customizable videos, by Campbell Ewald, the fuzzy character doesn't just speak—it sings schlocky classics like Bill Medley and Jennifer Warne's "I've Had the Time of My Life" (1987) and Minnie Riperton's "Lovin' You" (1975)—in hilariously creepy, generally terrible fashion. Better yet, consumers can personalize the photos that appear in the video to show loved ones (or perhaps just friends they really want to torture). Just try not to laugh as the stuffed animal's squeaky, barely on-key (at least, much of the time) voice kicks in, to melodramatic staging, a lavender backdrop and shining overhead lights—just on the comically Cupid-struck side of the Rubicon with feverish animated toy nightmare territory. [kickout id="1"] It's the right tone for marketing around a holiday that's long been overcommercialized and contrived. Snuggle isn't quite abandoning the skin-crawling mawkishness that defines Valentine's Day, but it isn't taking itself very seriously, and is poking a little fun at the whole dubious affair. Plus, a bottle of fabric softener isn't the least romantic gift imaginable. Just give it at your own risk. CREDITS Client: Sun Products Corporation VP Conditioning and Visual Branding: Bibie Wu Senior Brand Manager: Michael Monteleone Associate Brand Manager: Max Branstetter VP Digital & Consumer Activation: Ken Krasnow Director of Digital Marketing: Brendan O’Marra Social Media Manager: Katherine Lee Agency: Campbell Ewald CEO: Kevin Wertz Chief Creative Officer: Jo Shoesmith Managing Director of Digital: Jamie Lewis EVP, Director of Account Service: Jonathan Lange Executive Creative Director: Chip Rich ACD/Copywriter: Nick Elliott Art Director: Nicole Regan Senior Account Supervisor: Aneika Fermin Assistant Account Executive: Olivia Poglianich Director of Digital Solutions: Nicole Kuhnlein Associate Digital Design Director: Mike Ceraulo Associate Creative Director: Chris Elkjar Social and Content Strategy: Lora Stock Senior Business Manager: Toni Velez-Lucarelli Integrated Producer: Christopher Robertson Marcia Lorente, Head of Strategic Planning Brenda Gorman, Sr. Business Manager Music Video Director: Jason Cook (Flavor) Production Company: Moonlink Studios VP, Managing Director: Robin Tracey Production Coordinator: Sara Smith Editorial: Cutters Executive Producer: Mary Connolly Director of Business Development: Rebecca Smialek Editor: Dave Mariani Music: Yessian Music Executive Producer/West Coast: David Gold Partner/Head of Production: Michael Yessian Post FX: Flavor Executive Producer: Dave Peyton Producer: Katie Thompson Interactive: Picnic Director: Joe Sciacchitano Director of Project Management: Crystal Solomon

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This Year, Treat Your Valentine to a Wonderfully Creepy Love Song From Snuggle Bear

And personalize it, for maximum awkwardness

Gabriel Beltrone

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Gabriel Beltrone