Procter & Gamble’s fabric softener Downy has a new product on the market: Downy Rinse and Refresh, a clear solution designed to remove foul odors from clothing better than laundry detergent alone.
To help promote the item, which is available in two scents—Cool Cotton and Fresh Lavender—Downy has recruited ’90s pop royalty the Backstreet Boys to appear in a commercial.
In the 30-second spot, created by Saatchi & Saatchi and P&G’s in-house agency the Woven Collaborative, members of the boy band, channeled through a framed poster on the wall, dissuade a fan from throwing away an old, smelly T-shirt by singing a revised version of their hit song “I Want It That Way.”
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