DampRid of It!
DampRid • Creative Campaign
The Situation
Former marketing materials, while memorable, failed to establish brand linkage and product visibility.
The Big Idea
The DampRid of It! campaign brings musty odors to life. Meet Musty B. Smells: America’s most unwanted houseguest who brings his funk wherever he goes…until DampRid shows him the door.
The Objective
Develop a campaign that positions DampRid as the ultimate solution for moisture issues (both as a reactive fix and proactive prevention.)
The Outcome
A tactical blend of in-store, out-of-home, TV, social media, and PR executions to roll out over the next five years.
The Musty Manifesto
Why tell you about Musty when he can introduce himself? Just be glad you can only hear him and not smell him.
POP
OOH
Highway Billboard
NYC Subway
Weather-Activated Sidewalk Ad
College Move-In Day Sample Tent
30-Second Spots
Movie Night with Musty
Audio
SFX: Romantic movie on TV
SFX: Movie becomes drowned out by obnoxious sobbing and popcorn rummaging
V/O: Don’t just live with it…
V/O: Stinky basement?
A wide shot reveals Musty hovering over the couple, crying and wiping his nose with his bathrobe, as his other arm continues to fish for popcorn. The annoyed couple looks up at Musty in utter disgust.
On “Don’t just live with it”, cut to a freeze frame of the oblivious Musty as he shovels popcorn in his mouth with bits and pieces falling onto the couple. SUPER: DON’T JUST LIVE WITH IT.
V/O: DampRid of it…with powerful, moisture-absorbing crystals…
Cut to a close-up of the husband triumphantly placing a DampRid tablet on an end table, with its label clearly visible as animation depicts crystals working.
V/O: that kick musty odors to the curb.
Musty is seen tumbling out the front door, suitcase in hand.
V/O: DampRid.
MUSTY: Eliminates odors at the source.
Video
Open on a dimly lit finished basement of a suburban home. A couple is enjoying a romantic movie night on the couch with the glow of the TV hitting their faces.
Cut to a close-up of a blue, fuzzy arm reaching into the couple’s popcorn bowl. The wife—who is ultra-focused on the movie—also reaches into the popcorn bowl and locks hands with the fuzzy arm.
Cut to a wide shot of Musty sitting sadly on the curb at dawn with his suitcase and popcorn remnants. The DampRid logo and URL appear over the scene as he glances back at the relieved homeowners who are happily standing at the door.
Monster in the Closet
Audio
SFX: 🎶 “Girls Just Wanna Have Fun”
V/O: Don’t just live with it…
V/O: Smelly closet?
*Door opens*
On “Don’t just live with it”, cut to a freeze frame of Musty’s euphoric face while he makes snow angels and rolls in the pile of clothes. SUPER: DON’T JUST LIVE WITH IT.
V/O: DampRid of it…with powerful, moisture-absorbing crystals…
Cut to a close-up of the wife triumphantly hanging DampRid in the closet, with its label clearly visible, as animation depicts crystals working.
V/O: that kick musty odors to the curb.
Musty is seen tumbling out the front door, suitcase in hand.
V/O: DampRid.
MUSTY: Eliminates odors at the source.
Video
Open in a dark bedroom. It’s presumably the middle of the night when a suburban couple hears (and smells) a commotion in their walk-in closet.
Cut to closet interior. Musty joyfully spins around with a dress held to his chest and playfully places a fedora on his head before belly-flopping onto a pile of clothes.
Cut to a wide shot of Musty sitting sadly on the curb at dawn with his suitcase and a fedora from the closet. The DampRid logo and URL appear over the scene as he glances back at the relieved homeowners who are happily standing at the door.
30-Second Animatic
Social Media
The Humans Who Made it Happen
Creative Director: Vickie Canada • Associate Creative Directors: Keat Powell & Shawn McConnell • Copy: Anna DeCarlucci & Amanda McGill