JayGrey launches ‘Breathe Happy’ campaign for P&G’s Ambi Pur using scent experiments
P&G’s leading air-care brand, Ambi Pur, has launched its Breathe Happy campaign via agency JayGrey, Sydney, hoping to prove to real people in Australia that Ambi Pur freshness can transform the air.
The integrated campaign includes an above the line execution, a PR campaign, social media engagement and an experiential event which demonstrate Ambi Pur’s odour elimination technology and freshness capabilities in extreme odour experiments.
P&G has conducted extensive research showing that consumers are strongly influenced by smell. A recent nationwide Scentsus* commissioned by Ambi Pur found that scent is the first thing most Australians notice when they visit someone’s home. Ambi Pur’s Breathe Happy campaign uncovers real people’s reactions to extreme odour scenarios and aims to open consumers’ eyes to the air transformation that Ambi Pur provides, even in the smelliest of places.
Says Alicia Gorken, P&G External Relations Manager: “At P&G, innovation is driven well beyond just our products; it’s applied to all areas of the business from supply chain to people management to marketing. Our new Ambi Pur Breathe Happy campaign is just one example of leading innovation in the market from the company behind the unprecedented success of the Old Spice campaign.”
Ambi Pur will begin a three day garbage truck experiential tour in Sydney starting this Wednesday 21 September, bringing to life the experiments represented in the TVC. Consumers will be blindfolded, sat in the front of a garbage truck (which has been sprayed with Ambi Pur Air Effects) and asked to describe what they can smell. Little do they know that they are surrounded by a 3-day old fish, smelly cheese or dirty laundry.
Consumers can go to facebook.com/ambipurANZ to watch the social experiments and will be invited to share their favourite scent memories to be in with a chance of winning a holiday to New Zealand.
39 Comments
Really? Did this really happen? Really? It’s like a TV ad made to look like a case study. CLEVER.
http://www.youtube.com/watch?v=WG1gB1xwEYo
will it work on chicken carcasses in bed jay ?
Launch? Try adapt an award winning idea closer to thye mark
http://www.coloribus.com/adsarchive/promo/air-freshener-the-breathe-happy-social-experiment-14474905/
Ouch 2.38 PM – Sprung.
I think its pretty obvious to anyone with half a brain that this is a worldwide idea that has had to be adapted for asian markets. I know that the agency would have been told to do this. To believe otherwise is rather short sighted
http://www.facebook.com/febreze
I thought this was a great original idea, until I saw this on Facebook.
Why would you try to take creative credit on something that’s clearly a global adapt?
That’s what GREY are best at. Adapting global stuff for P&G. Oh, and TAC. That’s all.
Funny… I thought Febreze was Ambi Pur in Australia. Well done to those playing from home pointing out that this is a global campaign.
Score 1 to the PR agency
Some of Furby’s finest work. Can’t beat that taste.
(Even if it’s left between the sheets or down the side of the sofa for a while.)
A quite-decent (international pattern) idea couched in middle-class, middle-of-the-road, middle-Australian values, just to make it look like every other ad. Jay must be tearing his hair out.
Its an OS idea, not an adaption of an OS spot. Entirely shot and posted in oz
Shite.
http://www.youtube.com/watch?v=WG1gB1xwEYo
Here’s something to like:
http://tinyurl.com/3hpa7hc
Nothing wrong with JayGrey doing some good, moneyed business for it’s clients.
Okay, so it’s an international ad. That’s the way those businesses work. But why is the Aus stuff shot in nice houses with a bit of rubbish instead of in horrible little hovels in the OS ads? Makes it far less watchable.
Pesky clients.
Bit embarrassing claiming this as your own when we all just saw it at Cannes for Febreeze.
@thommo: is that Jim Curtis? That’s so funny.
@Classic:
Yep, sure is.
Best lips in advertising is 103 likes away from the best flattop in advertising.
Febreeze is ambi pur overseas you fool. Both p and g . Doh!
Well we all have to do adapts of international work that is stipulated by clients! Hands up who doesn’t!
Like it. You know you want to.
Dear TAC three silvers and an integrated lion at Cannes this year says you are sadly misinformed oh and chuck in Clio and one show and you’ll be betterr informed. Funny.
I prefer the version that was shot in a crack-house. Fucking awesome.
Yes, we do all have to do adapts, but we don’t P.R it as our own work.
i love the fact that people pepper this blog with misinformed and juvenile comments about what is a serious business. Agencies often do what they are told to do by heavy hitting marketeers that make a great deal of money. Ads like this are grown up hard advertising that works. That’s why they do it. Anyone who believes otherwise won’t last long in this game. p.s. Febreeze is a P and G product executed extremely well from Grey New York…..and this is the adapt from the same network for the same client. i am amazed anyone would think otherwise. To further ad fuel to the fire has anyone watched TV in Aus lately…this would be in the top ten per cent. Hall of mirrors anyone? And it will work. Why? Because it has already.
This is the best ad I have ever seen.
This is the best ad I have ever reseen.
Remember when the Blog was for posting your best creative work, that which you were most proud of, and not the regurgitated drivel that we’re all forced to do to keep the doors open and to satisfy the marketing gurus’ number crunching agendas?
Ah, nostalgia.
Yes, Jay, or whomever reminded TAC “three silvers and an integrated lion at Cannes this year . . . and chuck in Clio and one show”, but this bears no resemblance to any of those campaigns, and it may have been done well elsewhere by your parent company and group, but ‘deodorising’ it and putting it up here with an expectation that it won’t be roundly shit upon was just delusional.
Admit your mistake and move on with the hope that we can all return the CBB to the values of yesteryear.
For those of us with memories long enough to remember the good old days, 12:24 you’ve hit a nerve. Vale The Blog, The Campaign Palace, genuinely talented individuals who really knew how to write and the days of good, fresh work. Welcome to the era of no-talent nobodies, tedious fluff and mediocrity .
We love it over here.
We’d be really proud of it at our agency.
3 silvers for a radio ‘campaign’ for a micro brewery. Well done.
An award-winning radio campaign written by an Art Director at G2 I heard.
You can really feel the anti-Jay sentiment on this blog. Forgetting that, this ad is smelly. Let’s be honest. The original was far better. Why post it?
Jealous much.
Truth be Known tell us the truth why don’t you?
So let me get this right..the agency didn’t post the ad up…from the press release it has obviously been done by client PR. Yet the agency gets lambasted.
Secondly the ad is criticized for being the same as an american ad which is the same product, client and agency overseas and is thus obviously an enforced adapt. Yet still the agency is criticized.
Thirdly winning three silvers gets criticized….and then someone trys to spread the rumour that someone who has never won an award in their whole career wrote them.
Clutching at straws for something to hate.
Pathetic.
Face it the ad is ok. The agency is doing some good work…i just checked their website and i don’t get the dills that fire from the hip.
I feel sorry for the junior and mid-weight creatives who feel it appropriate to post shit comments on CB. I guess you all need a creative outlet while you’re working on your yawn-fest quick-fire sale brochures and DM pieces.
While I don’t work at JayGrey, I like Jay Furby, I like Paul Warboys and I also like the rest of their team. They are a group of people who work well together as well as with their clients – and while this may be a global adapt, it wont be long before they add more metal to the Cannes awards they won this year – simply by producing great, forward thinking work.
The problem’s in the headline and what it infers.
An opportunity to tell us it’s a good campaign adapted from overseas was stupidly overlooked – or resisted – and off go the usual Jay Haters like two-bob watches.
It won’t stop the bloke living and breathing creativity and the awards his work attracts.
Any moment now the Monkeys will post another piece of work and all you Chimps can chatter about that.