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Unilever brand Surf just launched a new campaign that shows you just how good it can make your clothes smell — even if it means looking weird.
The "Smells That Good" campaign, made together with MullenLowe UK, is marked by a hero spot where a man extends the fold of his turtleneck shirt just to smell his freshly washed fabric all day long.
When something smells as good as Surf's Joy Infused Fragrances laundry detergent, it's hard to get your nose off of it.
And so, you do what you can to smell the scent, which lasts for 12 hours.
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Eduardo Salles, MullenLowe UK global creative director, shared more about the campaign in a statement:
"Surf came to us with a brief to reinject energy into a brand that, despite its enormous scale, needed some new excitement. We had to make something that had fun at its core, attracting new audiences, whilst reinforcing its unmatchable fragrances."
The campaign comes as part of a country-wide brand marketing strategy that Surf is rolling out as U.K.'s leading laundry detergent.
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Surf's major reappraisal strategy is a move the brand is pursuing to expand in the U.K. and beyond, which will also come with product innovations, new packaging, and more signature fragrances built to last longer.
Beyond that, the strategy also hopes to position the brand as a top option loved across generations.
The new campaign rolled out on October 14 across TV, social media, OOH, and print.
For the Smell of It
The short but sweet 20-second "Smells That Good" commercial kickstarts with a man putting on his hot pink turtleneck sweater.
However, instead of folding the neckline, he keeps it up until it covers his nose to smell the fragrance of Surf throughout the day.
"Smells so good, you'll want to smell it all day long," the narrator says.
The man then walks into his office, with his sweater covering half of his face, and catches the attention of everyone in the room.
"Morning," he greets his officemates with a muffled voice under his shirt as they take notice of his bizarre getup.
When he gets home, his wife also gives him an awkward look. But not long after, she also starts sniffing her husband's sleeves.
"New Surf, smells that good and lasts for 12 hours," the narrator shares, as the spot ends.
Mullenlowe is a global agency known for its creative and humorous approach to advertising. Recently, it worked with chicken giant KFC to bring a "sauce serve truck" to three cities in the U.S.
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