Beneath Cuddly Fabric Softener’s new 60-second ad story, Love That Lingers, by VML is the idea that the product is an expression of love. Thew brand wants you to know that love isn’t about grand gestures, but is found in the little acts that go unnoticed. Ands Cuddly is part of that story. It’s a nice sentiment on the outer edge of reality, but more importantly the heartstring trigger – the story of a single dad running everyday family life – is a welcome departure from the category’s tired product feature ad style.

Anthony Crewes, senior marketing director at Colgate-Palmolive, stated, “For many years, Cuddly has been a staple in Australian households, providing softness and freshness that families trust. Our new campaign captures the essence of what Cuddly has always stood for – enduring love and care through every wash, making sure that the feeling of a parent’s hug is always close, no matter where life takes us.”

Paul Nagy, chief creative officer at VML, added, “Cuddly as a brand was a little disconnected from modern audiences… the idea that modern kids are going to shower us with praise for doing the washing didn’t real feel like a modern reality. But there’s a genuine truth that those little, loving efforts we make as parents can sometimes connect to the ones, we love in very powerful ways… so we decided to make that the heart of this story because it still felt truly connected to the core of the brand – the little efforts that can mean so much.”

Credits

Client: Colgate-Palmolive Creative 
Agency: VML
Production Company: Revolver 
Director: Dani Pearce 
Post Production: ARC Edit
Music: Sonar
Sound Design & Mix: Electric Sheep Music 
Media: Wavemaker