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Company: Procter & Gamble Co.
    View Company Scorecard / Contact Company
Brand: Downy Unstopables In-Wash Scent Boosters
Ad Title: Lasting Scent
Business Category: Household Products
Media Outlets: Television
Country: United States
Region: US National
Agency: Grey Worldwide
Year: 2017, 2016
Target: Mainstream
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Theme(s)

Real GLBT Person

Camp/Gay Drag

Theme Breakdown

AdRespect Score: 
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Flamboyant gay comic actor Tituss Burgess, known for his role on Netflix's Unbreakable Kimmy Schmidt, stars in this multi-ad campaign.

Sitting on top of a home washing machine, and decked out in a purple bowtie and all sorts of patterns between his shirt and jacket, Burgess tells a housewife, "Unstop right there! I'm about to pop a cap of mmm-fresh in that washer." He tragically says that the scent lasts "up to 12 weeks, which is longer than any relationship I've ever been in."

Trevor Thrun, associate brand director of North American fabric care at Procter & Gamble told Adweek: "He plays his characters with such a fresh and feisty spirit that when it came time to cast the star of this campaign, he was a natural choice. His freshness and feistiness are long-lasting, just like our Unstopables In-Wash Scent Boosters."

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