The small, everyday gestures that express real love.
Cuddly Fabric Softener has launched its latest campaign, Love that Lingers via VML. The creative narrative focuses on a family, highlighting the small, everyday gestures that express real love.
From the first day of school to sleepovers at friends' houses, these moments are accentuated by the softness and freshness of clothes treated with Cuddly.
The brand's message is clear: love isn’t about grand gestures, but is found in the little acts that often go unnoticed.
The idea stems from identifying a simple disconnect: As people get older and think back on things their parents did to show them love growing up – they don’t think about the bike they got for Christmas. Or that time dad got them a bouncy castle in the backyard for your birthday.
People tend to think about the smaller everyday acts that showed how much they care. At the time it feels like these smaller acts go unnoticed.
VML wanted to remind parents that small acts – like making sure clothes are clean and cosy – don’t go unnoticed and are appreciated. That’s Love That Lingers.
"Our new campaign captures the essence of what Cuddly has always stood for—enduring love and care through every wash, making sure that the feeling of a parent's hug is always close, no matter where life takes us," Colgate-Palmolive senior marketing director Anthony Crewes said.
VML chief creative officer Paul Nagy said Cuddly as a brand was a little disconnected from modern audiences.
"The idea that modern kids are going to shower us with praise for doing the washing didn’t real feel like a modern reality. But there’s a genuine truth that those little, loving efforts we make as parents can sometimes connect to the ones we love in very powerful ways," he said.
"So we decided to make that the heart of this story because it still felt truly connected to the core of the brand - the little efforts that can mean so much.”
Credits:
Client: Colgate-Palmolive
Creative Agency: VML
Production Company: Revolver
Director: Dani Pearce
Post Production: Arc Edit
Music: Sonar
Sound design and mix: Electric Sheep Music
Media: Wavemaker
