Hasta La Creative!

When you think of air freshener, perhaps the first thing that comes to mind is that cloying smell spreading from the bathroom plug-in at Auntie Betty’s, or maybe it’s an image of that desiccated wax cone that sat above the potty in Grandma’s powder room. Droga5 New York sets out to make us rethink stereotypes about air care with its new anthem ad for Reckitt-Benckiser’s Air WIck, centered on the tag that “Home Is in the Air.”

The agency has debuted a surprisingly moving, poetic film that takes viewers through every nook and cranny of a household. The camera zooms and twirls in and out through various rooms, drifting across the kids’ craft table, sweeping past a sleeping son’s mouth, swirling along with a ceiling fan and even making its way into radiator vents, where it encounters lost action figures and a spider. A folksy guitar tune plays as a V.O. reflects on the little things that make a house a home.

The “Home Is in the Air” campaign first manifested last year, with the touching holiday film that brought “home” to a soldier during the holidays in the form of candles that reproduced familiar scents from his household.

Continue reading at AdAge.com