Broken Heart Love Affair demonstrates that you can make paper towels interesting. Hyerbole rules in its fun campaign for Kruger’s SpongeTowels UltraPRO. The campaign shows that nothing absorbs like SpongeTowels UltraPRO with a single towel that falls into a swimming pool:
Social posts continue the humour with their unorthodox uses for SpongeTowels UltraPRO, leaving audiences wondering what can’t SpongeTowels absorb.
“With a bit of tongue-in-cheek and entertaining storylines, this campaign will undoubtedly leave a lasting impression on our target audience and deliver the message that nothing absorbs like SpongeTowels® UltraPRO,” said Irving. “And while the campaign’s fictional demonstrations are an exaggeration, it’s no exaggeration that these paper towels deliver exceptional performance,” stated Susan Irving, CMO of Kruger Products.
The hero spot is running on YouTube, online video, and advanced TV ; supporting social and display assets in Meta Feed and Story (Facebook and Instagram), plus display banners.
Social content will be promoted on primary social platforms, through cross-promoted content across Meta and TikTok, and amplified through paid media.
Credits:
Client: Kruger Products
Client Team: Melissa Tobenstein, Lauren Gibson & Tiffany Stewart
Creative Agency: Broken Heart Love Affair
Creative Directors: Skye Deluz & Shannon McCarroll
Art Director: Skye Deluz
Copywriter: Shannon Mccarroll
Chief Strategy Officer: Jay Chaney
Managing Director: Rachelle Claveau
Account Executive: Sweetha Mahendran
Executive Producer: Erica Metcalfe
Producer: Alexandra Kotschorek
Production Company: Soft Citizen
Executive Producers: Link York & Eva Preger
Director: Aircastle
Director of Photography: Mikhail Petrenko
Producer: Kelly King
Casting: Jigsaw Casting
Post Production & VFX: The Vanity
Colourist: Andrew Exworth
Executive Producer: Katie Mathot
VFX Artist: Sean Cochrane
Editing: Outsider Editorial
Executive Producer: Kristina Anzlinger
Editor: Chris Murphy
Edit Assistant: Riangelo Melaria
Music & Sound: Grayson Music
Audio Director: Mark Domitric
Executive Producer: Kelly Mccluskey
Music Supervisor: Rich Hamilton
Composer: Tom Westin
Sound Engineer: Vlad Nikolic
Sound Designer: Mike Bisanti
PR : Wavemaker US
