Advertiser: P&G
Agency: LAPIZ
Category: Household: Cleaning Products
Copywriter: Ciro Sarmiento
Art Director: Maria Bernal
Creative Director: Maria Bernal
Director: Rodrigo Garcia Saiz
Creative Director: Ciro Sarmiento
Producer: John Barreiro
Chief Creative Officer: Laurence Klinger
Brief Explanation
Hispanic U.S. consumers love the scent of Gain detergent. But after the financial crisis, they switched to a cheaper scentless detergent. To bring them back to Gain, we created a fake condition.