Tell me why

O primeiro trabalho da Saatchi & Saatchi de Nova York para a marca de lava-roupas Downy, da P&G, apresenta o Downy Rinse & Refresh, anunciado como "a maior inovação da marca em 30 anos".

O filme (assista abaixo) traz os integrantes da boy band Backstreet Boys que traz uma performance musical inesperada do grupo pop dos anos 90.

A peça quer despertar a nostalgia do público ao trazer a frase "tell me why", da música "I Want it That Way", da banda. A proposta é mostrar às pessoas porque elas precisam do Downy Rinse & Refresh.

Ficha Técnica:

BRAND
COMPANY NAME: Downy

AGENCY / CREATIVE
COMPANY NAME: Saatchi & Saatchi New York

CHIEF CREATIVE OFFICER: Daniel Lobaton

CHIEF CREATIVE OFFICER: Ciro Sarmiento

EXECUTIVE CREATIVE DIRECTOR: Dustin Tomes

CREATIVE DIRECTOR: David Stevanov

CREATIVE DIRECTOR: Will Tran

ASSOCIATE CREATIVE DIRECTOR: Ben Cascella

ART DIRECTOR: Caroline Chase

COPYWRITER: Malcolm Richardson

PRODUCER: Danielle Hallack

PRODUCER: Anna James

ACCOUNT DIRECTOR: Jen Brotman

ACCOUNT DIRECTOR: Kohar Shrikian

ACCOUNT MANAGER: Zaki Khalid

STRATEGY DIRECTOR: Chris Gilbert

BUSINESS AFFAIRS MANAGER: Lisa Rimmer

PROJECT MANAGER: Matt McGuire

PRODUCTION
COMPANY NAME: SMUGGLER

DIRECTOR: Guy Shelmerdine

DIRECTOR OF PHOTOGRAPHY: Erik Sohlstrom

EXECUTIVE PRODUCER: Carlin Wilson-Webb

LINE PRODUCER: Rodney Anderson