Downy Procter & Gamble

Tell Me Why

Agency: Saatchi & Saatchi


Saatchi & Saatchi in partnership with Downy unveil the brand’s biggest innovation in 30 years, Downy Rinse & Refresh. Downy has teamed up with the Backstreet Boys for this campaign to create an unforgettable spot featuring an unexpected musical performance from the internationally renowned 90s pop group.

The Backstreet Boys were the brand’s first choice for talent in the commercial as they provided the perfect blend of nostalgia and mainstream relevancy that Downy hopes to bring to consumers and the “tell me why” lyrics from “I Want it That Way” perfectly lent themselves to introducing the new product to seamlessly tell people why they need Downy Rinse & Refresh.

This professional campaign titled 'Tell Me Why' was published in United States in November, 2022. It was created for the brands: Downy and Procter & Gamble, by ad agency: Saatchi & Saatchi. This Film medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted over 1 year ago.


Downy Rinse & Refresh – Tell Me Why

Saatchi & Saatchi / Woven Collaborative
Daniel Lobaton - Chief Creative Officer
Ciro Sarmiento – Chief Creative Officer, Woven
Dustin Tomes - EVP, Executive Creative Director
David Stevanov - Creative Director
Will Tran – Creative Director
Ben Cascella - Associate Creative Director
Caroline Chase - Art Director
Malcolm Richardson - Copywriter
Danielle Hallack - Senior Producer
Anna James - Associate Producer
Sarah Beaumont - CEO, Woven Collaborative
Jen Brotman - SVP, Group Account Director
Kohar Shrikian - Account Director
Zaki Khalid - Senior Account Supervisor
Chris Gilbert – VP, Director Experience Strategy
Lisa Rimmer - Senior Business Affairs Manager
Matt McGuire - Senior Project Manager

P&G - Downy
Jenny Maxwell - Senior Brand Director, Downy
Brian Cofer - Brand Director
Erica Yuan - Senior Brand Manager
Matt Lumb - BBIC
Paul Chick - Manager, Advertising Production
Matt O’Shea – Media Director Laundry and FE
Liv Martin – Senior Media Manager FE
Daniel Kelly – Media Manager FE
Ashley Sun – Media Specialist FE

Platinum Rye Entertainment
Lori Golden – SVP Talent
Amanda Levine – Senior Director of Music

Guy Shelmerdine – Director
Erik Sohlstrom – Director of Photography
Carlin Wilson-Webb – Executive Producer
Rodney Anderson – Line Producer

Senior Editor – Steve Evans
Senior Mixer – Glen Landrum
Audio Producer – Cammie McGarry
Senior Colorist –Oisin O'Driscoll
Color Producers – Brad Martin, Maxwell Hadson
Supervising Producer – Lena Lobel

House of Parliament
VFX Supervisor: Phil Crowe
Executive Producer: Lexi Stearn
2D Lead: Keith Sullivan
CG Lead: Tom Bardwell
Producer: Anna Borysewicz
Production Coordinator: Sebastien Le Coz
2D Artist: Adam Deutsch
2D Artist: Jade Kim
2D Artist: Shauna Prescott
2D Artist: David Sanati
CG Artist: Juan Zavala


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