I’m Not Doing It

Agency: Saatchi & Saatchi


This year one end consumer has decided that doing his due diligence is more important than just collecting a quick check for a Super Bowl spot. This unnamed person, “the ultimate skeptic,” has a campaign planned with Downy Unstoppables, but he won’t let them show his face in any creative until he can personally verify their claim that Downy’s scent is long-lasting. He’s “got to sniff it to believe it,” so for the next two months he’ll be smelling his shirt and documenting it, to make sure that Downy really does last for 12 weeks, and if the scent holds up his face will be revealed during the Super Bowl.

The first installment of this campaign called “I’m Not Doing It” from Saatchi & Saatchi for Downy launched today, Monday December 12, 2022 at 8am ET, first, on Downy’s owned channels (YouTube, Instagram, Twitter, Facebook and website), and will be followed by official airings during NFL on December 18, and then on an ongoing basis over a track of Downy TV/OTT. It’s the first in a series of TV spots and social activations that will culminate to Downy’s Super Bowl spot, which will hopefully reveal the sniffing end consumer.

This professional campaign titled 'I’m Not Doing It' was published in United States in December, 2022. It was created for the brand: Downy, by ad agency: Saatchi & Saatchi. This Integrated medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted 10 months ago.


Downy Unstopables – Super Bowl Campaign
Saatchi & Saatchi / Woven Collaborative
Daniel Lobaton – Chief Creative Officer
Ciro Sarmiento – Chief Creative Officer, Woven
Brian Pinkley – Creative Director
Talon Gustafson – Creative Director
Luis Pombo – Senior Art Director
Nick Romano – Senior Copywriter
Tim LeGallo– Director, Integrated Production
Danielle Hallack – Senior Producer
Anna James – Associate Producer
Sarah Beaumont – CEO, Woven Collaborative
Jen Brotman – SVP, Group Account Director
Kohar Shrikian – Account Director
Alexandra La-Rotta – Digital Account Supervisor
Charly Stamps – Account Executive
Matt McGuire – Senior Project Manager
Julia Perissinoto –SVP, Global Strategy Director
Chris Gilbert – VP, Director Experience Strategy
Lisa Rimmer – Senior Business Affairs Manager
Aoife O'Donnell – Associate Director Business Affairs

P&G - Downy
Martin Hettich - SVP Fabric Care North America
Jenny Maxwell - Senior Brand Director, Downy
Brian Cofer - Brand Director
Zach Koons - Senior Brand Manager
Matt Lumb – BBIC
Henry Molksi – Senior Communications Manager
Paul Chick - Director, North American Content Lead
Matt O’Shea – Media Director Laundry and FE
Liv Martin – Senior Media Manager FE
Daniel Kelly – Media Manager FE
Ashley Sun – Media Specialist FE

Marina Maher Communications / Woven Collaborative
Diana Sfera – Group Senior Vice President, Brand Management & Strategy
Marissa Festante --- Group Senior Vice President, Talent & Partnerships
Samantha Halpern – Group Senior Vice President, Brand Business
Alisha Garfinkel – Senior Vice President, Project Management
Angela Pessolano – Vice President, Digital
Patricia Jones – Vice President, Earned Media
Noomi Grootens – Vice President, Brand Management
Marie Bernadeau – Senior Account Supervisor, Brand Management  
Nicole Tarko – Senior Account Supervisor, Earned Media
Grace Kibira – Senior Account Supervisor, Digital
Katherine Dunleavy – Account Supervisor, Earned Media
Lauren Lacroix – Senior Account Executive, Brand Management & Earned Media
Jessica Cooper – Senior Account Executive, Brand Management & Digital
Donna DeVito – Assistant Account Executive, Brand Management & Earned Media

Platinum Rye Entertainment
Lori Golden – SVP Talent
Jill Robben – Senior Manager
Haley Crane – Assistant Manager

Aaron Stoller – Director
Dion Beebe - DP
Shawn Lacy – Partner / Managing Director
Holly Vega – Executive Producer
Sean Moody – Head of Production
Tanya Stephens – Producer

Jeff Ferruzzo – Editor
Sila Soyer – Partner/EP
Andrew Cravotta – Senior Post Producer
Chris Angel – Assistant Editor

Steve Perski - Senior Mixer/Sound Designer
Catherine Sangiovanni -- Associate Audio Engineer
Andrew Wodzanowski -- Associate Audio Engineer
Lauren Boyle -- Senior Audio Producer
Cammie McGarry -- Audio Producer
Adrian Seery- Senior Colorist
Brad Martin, Max Hadson- Color Producer
Brian Corey- Associate Color Producer: Brian Corey
Scarlett Thiele & Sushil Gangaraju- Color Assists
Andrew Granelli- Creative Director, VFX Artist/Supervisor
Jesse Schwartz - Executive Producer, Commercial Post
Kalisha Allen- Producer, VFX and Finishing
Flame Assist- Jacob Robinson

Alexis Estiz – Executive Creative Director
James Zavaleta – Executive Producer
Lupita Alvarez – Producer
Matt Kerr – Associate Producer
Aaron Kotler – Composer


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