It's no secret that scent can be a powerful emotional trigger. Air Wick uses that to memorable effect in this new long-form ad from Droga5—by capturing the scents of home, infusing them into customized candles and sending them to a U.S. serviceman overseas so he can feel closer to his wife and six children at home in North Carolina.
The spot doesn't skimp on poignant moments, or patriotic themes. Apple pie and a baseball glove are among the scents packaged up and sent to Kearen Feller, who hasn't seen his family in 11 months while stationed at Qatar Air Force Base.
Air Wick doesn't actually create customized scented candles. The point of the film is a broader one—simply to show the role scent plays in triggering homey memories.
CREDITS
Client: Reckitt Benckiser/Air Wick
Campaign: Home is in the Air
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Creative Director: Tim Gordon
Senior Copywriter: Tara Lawall
Senior Art Director: Devon Hong:
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast Production: Ben Davies
Executive Producer: Adam Perloff
Broadcast Producer: Leah Donnenberg
Senior Print Producer: Joni Adams
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: George Bennett
Senior Brand Strategist: Will Davie
Head of Communications Strategy: Colleen Leddy
Communications Strategist: Bryn Little
Group Account Director: Olivia Legere
Account Director: Lauren Solomon
Account Manager: Brett Niebling
Client: Reckitt Benckiser
SVP, Global Marketing & Digital Experience: Laurent Faracci
GM Marketing US: Chris Tedesco
Marketing Director, Air Wick: Tiffany Mclaud:
Senior Brand Manager, Air Wick: Gary Rizzo:
Brand Manager, Air Wick: Matthew Davis:
Production Company: Über Content
Director: Keith Ehrlich
DOP: Jackson Hunt
Executive Producer: Steve Wi
Producer: Tracey Karka
Editorial: Cosmo Street
Editor: Mark Potter:
Assistant Editor Jon Allen
Executive ProducerMaura Woodward
Producer: Heather Richardson
Color Grading: Moving Picture Company
Executive Producer: Adina Birnbaum
Colorist: Adrian Seery
Post Production: Switch FX
Executive Producer: Diana Dayrit
Producer: Cara Flynn
Flame Artist: Andrew Rea
Music: Zeitlin Music
Composer: Roman Zeitlin
Sound: Sonic Union
Mixer: Rob McIver
