For music fans, the slow disintegration of a concert t-shirt is a sad inevitability. Though the song remains, all cotton must fade. You lose a tangible part of that experience and everything that went with it. Thankfully there's Downy to help prolong that t-shirt.

How I wish they would have turned this into an extended content piece rather than a 30 second spot with actors. It's a really smart insight. Clothes are memories we wear.

The day I had to throw away my Guided By Voices shirt was a very sad day indeed. How much more effective this would have been had turned this into a mini-documentary. They could have even set up Downy sponsored music tours, or a digital merch table selling those shirts. Remember, kids, musicians need all the help they can get.

Beyond the soft-focus lens and "Downy helps clothes" messaging the only extra insights I get out of this spot are that hipster dudes remain hipsters even after they're parents and that apparently someone at Grey (or Downy) is an Alphaville fan. *Shudder*

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Title: Forever Downy Brand: Downy Creative Agency: Grey Worldwide New York Executive Creative Director: Alice Ericsson ACD/Copywriter: Anne Stesney ACD/Art Director: Natsuko Bosaka VP EP: Judi Nierman Producer: Jimmy Wade Production Company: Community Films Director: Pam Thomas Executive Producers: Lizzie Schwartz, Carl Swan Director of Photography: Jim Frohna Line Producer: Elena Halvorson Production Designer: Hank Mann Editorial: Union Editorial Editor: Laura Milstein Producer Sarah Mills Music: Pulse covering Alphaville’s “Forever Young”
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Comments (2)

  • Dabitch's picture
    Dabitch

    I like the touch that there's band-posters on the wall among the framed kid handprints.

    Jul 23, 2013
  • kidsleepy's picture
    kidsleepy

    the whole thing is shot beautifully. how she goes from making out to preggerz doing the laundry is cute.

    Jul 23, 2013

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about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.