He drinks whole milk with steak, he once gifted the Pope a football helmet and he’s obsessed with khakis; college football coach Jim Harba...
He drinks whole milk with steak, he once gifted the Pope a football helmet and he’s obsessed with khakis; college football coach Jim Harbaugh is one of the biggest personalities in sports.
As usual, Harbaugh is looking for any advantage he can get – even when it comes to his signature khakis.
In a new Downy campaign promoting Downy Wrinkle Guard, Harbaugh has even hired a special assistant coach whose only job is to keep his pants wrinkle-free.
Based on the insight that looking put-together and wrinkle-free makes others perceive you as more competent, the campaign pokes at the pressure of public perception Harbaugh faces every day.
The work from Procter & Gamble’s multi-agency shop Woven, (with teams from Grey, Marina Maher Communications and Woven’s in-house media team) puts new Downy Wrinkle Guard to the test on football’s most energetic legs. Watching Harbaugh’s stressed out wrinkle-assistant meticulously monitor Harbaugh’s pants is the ultimate odd couple pairing.
The “hiring” of Harbaugh’s awkward wrinkle-assistant was revealed in a leaked cell phone video several sports outlets reported on last week. The buzz it generated culminated with the launch spot airing on Fox.
More humorous TV spots are slated to roll out during all of Fox’s football broadcasts, including Thursday Night Football, College Football Saturday and Fox NFL Sunday. They’ll be supported with a blitz of social video and real time response social.
"We can’t say for sure how Harbaugh’s season will go, but we do know one thing – those khakis will look flawless, thanks to Downy Wrinkle Guard," said Nate Lawton, Brand Director at P&G. "As for the hapless wrinkle assistant, time will tell. It's a long season."
CREATIVE AGENCY: Grey New York
Advertiser: Downy, Procter & Gamble
Spot Title: Coach Harbaugh –Wrinkle Assistant
First Air Date: 9/21/19
Agency: Grey NY / Woven Collaborative
Worldwide Chief Creative Officer: John Patroulis
Executive Creative Director: Joe Mongognia
Associate Creative Director/ Art Director: Lillian O’Connor
Associate Creative Director/ Writer: Brett Simone
Art Director: Alyssa Gaddis
Writer: Abigail Hoeflinger
EVP, Global Account Director: Brian Weston
SVP, Global Account Director: Elizabeth Meny
Senior Account Executive: Emily Schein
Account Executive: Lauren Scutt
Project Manager: Morgan Marc
Business Manager: Beverly Beach
EXECUTIVE PRODUCTION: Townhouse
EVP, Head of Integrated Production: James McPherson
SVP, Associate Head of Integrated Production: Tania Salter
VP, Executive Integrated Producer: Katy Hill
Integrated Producer: Samantha Alvarado
Music Producer: Kurt Steinke, Leland Drake
PRODUCTION COMPANY: Station Film
Director: Chris Balmond
Executive Producer: Caroline Gibney
Producer: Julie Lee
Director of Photography: Ben Martenson
Editor: Alison Mao; Arcade Edit
Music/Sound Design: Dante Desole; Townhouse Studios
Executive Post Producer: Christina Torres; Townhouse Studio