For that “right out of the wardrobe” freshness, all day.
How many ways can Comfort say freshness?
When you work on a fabric conditioner account for long enough, you make peace with the fact that you're not going to get a lot of new insights with every brief.
But, this time was different. Research told us that people in Thailand associated freshness with clothes that had just been taken out of the wardrobe. Naturally, we did the only logical thing we could, and created a TVC with people bursting out of wardrobes at all times of the day.
FULL DISCLOSURE: This is the director’s cut, using a track that we definitely couldn’t afford. The final ad was a little more CGI and a little less cool in the music department.