A category defying commercial based on a unique local insight
Wardrobe Fresh, Comfort
The Challenge
Comfort was struggling to differentiate itself from its competitors. In Southeast Asia, every fabric conditioner brand inevitably uses the same category cues. Flowers petals, air sniffing, sparkle-laced-vapors—the various ways to show freshness in TV commercials, had grown rather…stale.
The Idea: Fresh Out the Wardrobe
Enter a truly unique local insight from Thailand. 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.
Did we completely get away from flowers and air sniffs? Not quite. But we did create a new visual language that stood out from everything else going on in the category at the time.
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