Anjelica Huston is a wool guru who fights stains on clothes—and on the hearts of men

Born & Raised creates a campaign starring the actor in funny, philosophical spots from Woolmark

Published On
Nov 26, 2019

Editor's Pick

Anyone who’s ever pulled a shrunken sweater out of the dryer knows that wool needs to be cared for properly. But wool’s reputation for being finicky is overblown—and exacerbated by the fast fashion craze that emphasizes low costs, rough handling and careless storage.

A quirky new campaign from Woolmark, a nonprofit that promotes Australian wool, features actor Anjelica Huston as a wool care guru who fields worried queries from clothing owners dealing with stains, splashed wine and pilling. Intrepid assistant Frances presents the problem, which is quickly solved, before Huston begins psychoanalyzing the wearer to glean intimate, cutting insights about the real problems that afflict them.


The spots from agency Born & Raised let Huston shine as a comically single-minded expert who knows as much about the human condition as she does about the condition of woolen garments. Perpetual overthinker Frances is the audience stand-in, breaking down bad advice and misconceptions about wool.


In this world, no spill is as simple as it seems. Well, the care instructions Huston levies are simple, but she sees deep-seated issues in each letter writer. What is it about men who wear wool that makes them care more about their clothes than their companions?


The campaign is part of a new push to reach younger and more environmentally conscious consumers who are concerned about the microplastics shed by synthetic clothing and the carbon footprint of pieces that only last a few years before falling apart.



Nov 26, 2019
Client :
Agency :
Born & Raised
Executive Creative Director :
Josh Rogers
Executive Creative Director :
Kirt Gunn
Writer :
Kirt Gunn
Writer :
Josh Rogers
Director :
Kirt Gunn
Executive Producer :
Carol Stevens
Director of Photography :
Steve Yedlin
General Manager Marketing :
Laura Armstrong
Global Communications Manager :
Anna McLeod
Creative & Content Manager :
Mitchell Oakley Smith
Marketing & Communications Director The Americas :
Jessica Somers
Marketing Project Manager :
Anna Buckley
Global Editor :
Lisa Griplas
Edit House :
Final Cut
Editor :
Chris Amos
Post Producer :
Natalie Cleveland
Flame Artist :
Dirk Green
Flame :
Significant Others
Beauty & Color :
The Artery VFX
Executive Producer :
Deborah Sullivan
Beauty Flame Artist :
Asaf Yeger
Colorist :
Aline Sinquin
Color :
Five One Color

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