Downy goes a long way to keep Michigan football Coach Harbaugh's khakis wrinkle-free

He plays his trademark humorless self in campaign from Woven and Grey

Published On
Oct 02, 2019

Editor's Pick

Win or lose—and there’s been too much of the latter lately to satisfy some University of Michigan fans—head coach Jim Harbaugh is famous for his crisp khakis. Procter & Gamble Co.’s Downy, via agency Woven and Grey, New York, has taken that ball and run with it in a funny campaign where mythical laundry assistant Josh commits to keeping Harbaugh’s khakis wrinkle-free all season with new Downy WrinkleGuard.

Harbaugh plays his trademark humorless self, and Josh is dogged in his pursuit of khaki crispness as he follows the coach from field to vending machine to monitor quality control. He even monitors the khakis’ game-time performance in a film room in one spot.

Following a humiliating defeat last month to Wisconsin, some fans have been rooting for Josh’s season-long commitment to be cut short by Harbaugh’s firing. And YouTube commenters have been harsh toward the coach, if positive on balance about the ads. “If only [Harbaugh] worried more about his team winning a quality game rather than his pants,” says one.

Woven is the multi-agency shop opened last year comprising people from Publicis Groupe’s Saatchi & Saatchi and Leo Burnett, WPP’s Grey and P&G in-house media and people, with Grey creatives taking the lead on this Downy work.
 

Credits

Date
Oct 02, 2019
Client:
Downy
Agency:
Woven
Agency:
Grey-New York
Director:
Chris Balmond
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
Executive Production:
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
Music Producer:
Leland Drake
Production Company:
Station Film
Director:
Chris Balmond
Executive Producer:
Caroline Gibney
Producer:
Julie Lee
Director of Photography:
Ben Martenson
Edit:
Arcade Edit
Editor:
Alison Mao
Music/Sound Design:
Dante Desole
Music/Sound Design:
Townhouse Studios
Executive Post Producer:
Christina Torres

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