Agency: Blonde + Co, New York
Founder/CEO: Julie Stahl
Creative Director: Grey Zisser
Associate Creative Director: Cueva Andrea
Account Director: Victor Larue
Post: Blonde + Co, New York
Editor: Louie Metzner
Color: Izzy Cohn
Synopsis:
Looking for an inventive creative approach to raise awareness for its new line of foot care products featuring its new sweat-activated Fresh Guard® technology – Premier, the makers of ARM & HAMMER™ Foot Care* – turned to Blonde + Co, the award-winning creative agency/content production studio led by company Founder and CEO Julie Stahl, to create a new 3-spot campaign for the consumer products giant’s new line of foot powders, insoles and shoe refreshers. The ads broke in mid-July.
Consisting of 3 :15 second spots, the campaign is largely driven by the copy, the voiceover and the edit. Set to an upbeat soundtrack, each spot, while slightly different in focus (one is more about Summer feet; another a play off the word “funky” featuring a montage of dance sequences; and the third focuses on the humor, comparing smelly feet to skunks) features a quick-cut montage of feet in action.
The light-hearted copy and voiceover play off the images, while also driving home the breakthrough that is their sweat activated Fresh Guard® technology. Each spot ends with the tagline “Step into the comfort zone and feel the freshness.” The end result is an ad that keeps viewers’ engaged throughout.
Arm & Hammer, the Arm & Hammer logo and distinctive orange trade dress are trademarks of Church & Dwight Co., Inc. and are used under license by Premier Brands of America Inc.