Febreze: French Fries

Frees fabrics from bad odors.

Advertising Agency: Grey, Düsseldorf, Germany
Creative Director: Lindsay Cullen
Art Directors / Copywriter: Eric Straub, Ingo Klein, Florian Schneider
Photographer: Sabine Scheer
Digital composing: Stefan Kranefeld

20 comments

Billoughsby's picture
Billoughsby
5091 pencils

Nice trio of pieces. Photoshop with a plan. -- Either that or they have some guy on their payroll weaving strange substances into fabric in his spare time.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

atb2005's picture
atb2005
13567 pencils

@Billoughsby

You killed me. No, I am not kidding. You seriously killed me with your rating of 8 stars for this! I guess it's time for us to disagree again. This campaign is totally meh. I assume the target market is women here. I've never seen a man buy Febreze. So how do you think a woman would respond to this ad? I thought at first these were donuts (lol). I try not to read the title of an ad to see if I can figure it out on my own. Well, I was wrong. These are fries. 3 stars just for the copy, which at least highlights the product's benefit.

Billoughsby's picture
Billoughsby
5091 pencils

Sorry I killed you. But believe me, you have me re-evaluating, re-tracing my steps on this. I was aware it is one of those love it/hate it, "Is it insane genius or silly student work?" things. I had to put my finger on which of those it was for me. Maybe I picked wrong or too impulsively. But at it's most basic, it raised an instant smile. You cut a campaign that makes you smile a lot of slack. And the Photoshop was awfully good, not too tortuous. Ah well. :)

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Ron Burgundy's picture
Ron Burgundy
1636 pencils

agreed....but I also agree with ATB2005 ( uhnnsss uhnnss uhnnss ) that these look like pastries....and the cigars threw me off till i read the title..... the fish was easy...thinking maybe subtly show one of the tips of the cigars and or fries to define it...but obviously doesn't lean its attitude towards women....but definitely a male...the art is off the charts though......by the way men use this product..... I use Febreeze if I'm going to have a female and or females, and or midgets over to open the place up a bit.

atb2005's picture
atb2005
13567 pencils

Shouldn't you be using Axe instead?

Ron Burgundy's picture
Ron Burgundy
1636 pencils

Axe is only good for catching the midgets.....spray it in their eyes...drag 'em back to my lair

thedesignaddict's picture
thedesignaddict
5391 pencils

Don't back pedal. First impressions are invariably correct.

bakamono's picture
bakamono
1006 pencils

You never seen a cigar or fish and I guess you don't know how things are knitted together? This is a very obvious and clear ad. Maybe the problem is that people from Europe and America think differently. I first thought it only happens between Asians and Westerners (proven psychology) but now I believe North Americans and Europeans think differently. This ad is quite clear and dad on, the line and the art work well together and yes you should be looking at both.

because therefore it is

jideel's picture
jideel
30 pencils

I saw donuts too. But still works

morse's picture
morse
15972 pencils

Great image editing!

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

That One Guy's picture
That One Guy
266 pencils

all this time i also thought these were french fries. I like the first two executions though. also, if mom is the target, then the first two work well, i'd say. husbands love to smoke and fish.

abake's picture
abake
1266 pencils

The problem is the ad is showing the problem and the copy is talking about the solution, so it doesn't really gel for me.
But the art is great.

Roger Keynes's picture
Roger Keynes
5498 pencils

Agree with you, Billo.
Great visual and strong campaign.
We're all smart enough to get past the old 'negative' message chestnut, aren't we?

Will Think for Salary

bhuvneshwar.chd's picture
bhuvneshwar.chd
991 pencils

awesome.

"If you are irritated by every rub, how will you be polished?"
— Rumi

yoono's picture
yoono
115 pencils

Super good idea!

thedesignaddict's picture
thedesignaddict
5391 pencils

Simple and Clear.

Prasad Weerasekara's picture
Prasad Weerasekara
635 pencils

Great job.

GonzoGoesToBitgurg's picture
GonzoGoesToBitgurg
114 pencils

Toasts?

It looks dead. It smells dead. Yet it's moving around... That's interesting.

Corbeen's picture
Corbeen
1088 pencils

well done , bravo

pepsiice's picture
pepsiice
253 pencils

awww.. great concept but can't quite recognize the fries and cigars til I read comments :(

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