Whether you’re anticipating or dreading Valentine’s Day, here’s a delightfully ridiculous campaign from fabric softener Snuggle, and its teddy bear mascot, that’s sure to improve your Feb. 14.
In a set of customizable videos, by Campbell Ewald, the fuzzy character doesn’t just speak—it sings schlocky classics like Bill Medley and Jennifer Warne’s “I’ve Had the Time of My Life” (1987) and Minnie Riperton’s “Lovin’ You” (1975)—in hilariously creepy, generally terrible fashion. Better yet, consumers can personalize the photos that appear in the video to show loved ones (or perhaps just friends they really want to torture).
Just try not to laugh as the stuffed animal’s squeaky, barely on-key (at least, much of the time) voice kicks in, to melodramatic staging, a lavender backdrop and shining overhead lights—just on the comically Cupid-struck side of the Rubicon with feverish animated toy nightmare territory.
It’s the right tone for marketing around a holiday that’s long been overcommercialized and contrived. Snuggle isn’t quite abandoning the skin-crawling mawkishness that defines Valentine’s Day, but it isn’t taking itself very seriously, and is poking a little fun at the whole dubious affair.
Plus, a bottle of fabric softener isn’t the least romantic gift imaginable. Just give it at your own risk.
Client: Sun Products Corporation
VP Conditioning and Visual Branding: Bibie Wu
Senior Brand Manager: Michael Monteleone
Associate Brand Manager: Max Branstetter
VP Digital & Consumer Activation: Ken Krasnow
Director of Digital Marketing: Brendan O’Marra
Social Media Manager: Katherine Lee
Agency: Campbell Ewald
CEO: Kevin Wertz
Chief Creative Officer: Jo Shoesmith
Managing Director of Digital: Jamie Lewis
EVP, Director of Account Service: Jonathan Lange
Executive Creative Director: Chip Rich
ACD/Copywriter: Nick Elliott
Art Director: Nicole Regan
Senior Account Supervisor: Aneika Fermin
Assistant Account Executive: Olivia Poglianich
Director of Digital Solutions: Nicole Kuhnlein
Associate Digital Design Director: Mike Ceraulo
Associate Creative Director: Chris Elkjar
Social and Content Strategy: Lora Stock
Senior Business Manager: Toni Velez-Lucarelli
Integrated Producer: Christopher Robertson
Marcia Lorente, Head of Strategic Planning
Brenda Gorman, Sr. Business Manager
Music Video Director: Jason Cook (Flavor)
Production Company: Moonlink Studios
VP, Managing Director: Robin Tracey
Production Coordinator: Sara Smith
Executive Producer: Mary Connolly
Director of Business Development: Rebecca Smialek
Editor: Dave Mariani
Music: Yessian Music
Executive Producer/West Coast: David Gold
Partner/Head of Production: Michael Yessian
Post FX: Flavor
Executive Producer: Dave Peyton
Producer: Katie Thompson
Director: Joe Sciacchitano
Director of Project Management: Crystal Solomon
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