The creative, by Ogilvy & Mather, gives an account of the life of a popstar called Andy and his faithful wife Lily, who live in Clothworld. Andy worries about his image, and Lily assures him that the right choice of fabric conditioner will make him feel and smell the way he needs to in front of his fans.
The characters are being used instore, on posters, in press and brought to life with a four-minute single that has been released in the Vietnamese charts in which Andy sings of his love for Lily.
The ‘Clothworld’ idea was taken from a Comfort campaign devised by Ogilvy London six years ago and adapted for the Vietnamese market, using the celebrity twist and a bolder story to supply extra local appeal.
“We needed an idea with the legs to write a series and create a story. ‘Clothworld’ dramatised the product benefits in a memorable way, and celebrity culture made the campaign particularly resonant in Asia,” explained Kevin Reece, regional CD of Ogilvy Asia-Pacific.
The animated commercials took 15 weeks to create through New Zealand production company Circus.
Alex Clegg, Ogilvy & Mather’s regional planning director, added: “The cultural tendency in Asia to distinguish between public and private identity is very important. In private, it’s okay to express insecurities, but in public, a flawless persona must shine through. This is especially so for celebrities and relevant for Comfort, as the brand is about making people look, smell and feel great in their clothes.”
Comfort is the dominant fabric softener brand in Vietnam, closely challenged by Procter & Gamble’s Downy.
