Febreze: THE FEBREZE LIVE COMMERCIAL

Credits & Description:

Category: Stunts & Live Advertising

Advertiser: P&G

Product/Service: FEBREZE

Agency: GREY NEW YORK

Chief Creative Officer: Tor Myhren (President/Cco)/Jeff Odiorne (Co-Cco)

Executive Creative Director: Per Pedersen

Creative Director: Jeff Stamp

Copywriter: Erik Tell (Acd)

Art Director: Marie Ronn (Acd)

Photographer: Sean Donnelly (Dop)

Account Supervisor: Rick Reilly/Jean Donahue/Elizabeth Gilchrist

Producer: Anna Gerb/James Mcpherson/Todd Morris/Elizabeth Krajewski/David Cardinali/Zachary Fleming

Account Manager: Emily Darby/Chloe Sloofman

Account Manager: Emily Darby/Chloe Sloofman

Other Credits: Paul Iannacchino (Director)/Chris Morgan (Hidden Camera Tech Director)



Ambient Execution Description

Skeptics didn’t believe the Febreze commercials were 100% real. To prove them wrong we conducted a live commercial.



We took an old, smelly seafood container from the docks of New Jersey and placed it in the middle of New York City - home to the most skeptical people in the world. Then we plugged in Febreze, invited unsuspecting people from nearby streets, blindfolded them, put them inside and asked what they smelled.



The commercial was now live, and a passersby could easily hear the blindfolded people’s reactions inside the old seafood container: “Fresh”, “I’d like to live here”, etc. (Proof!)