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Coach Keeps His Khakis Wrinkle-Free in Grey NY's New Downy Softener Ad

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College football coach Jim Harbaugh stars in new campaign from Grey New York

Coach Keeps His Khakis Wrinkle-Free in Grey NY's New Downy Softener Ad

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.

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."

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Creatuve Agency

Company: 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


Company: 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


Company: Station Film

Director: Chris Balmond

Executive Producer: Caroline Gibney

Producer: Julie Lee

Director of Photography: Ben Martenson

Post & Sound

Editor: Alison Mao; Arcade Edit

Music/Sound Design: Dante Desole; Townhouse Studios

Executive Post Producer: Christina Torres; Townhouse Studio

Categories: Clothing and Fashion, Day Wear

Grey New York, Tue, 24 Sep 2019 16:27:22 GMT