Jennifer Hudson's imagination runs wild in a brand-new campaign for Dawn Dish Soap, where she encounters the adorable Dawn Ducks while doing dirty dishes.
The campaign led by communications agency M Booth centers around the brand's status as the preferred soap of wildlife experts, who have used Dawn to clean up birds and other wildlife affected by oil spills for over 45 years.
In a news release, Hudson, who is a busy working mom, identified the Procter & Gamble-owned dish soap as a brand she trusts to make cleanup as convenient as possible.
"The Dawn ducklings sat by my sink for years, so I was very excited to welcome them into my home and support their wildlife-saving efforts," she concluded.
Partnering with the Oscar-winning actress and singer, the campaign's main spot also references the star's daytime talk show, "The Jennifer Hudson Show."
Additionally, the campaign is inviting customers to help the environment by visiting www.dawnducks.com, where they can download a $1 discount coupon for Dawn Platinum EZ-Squeeze.
Dawn plans to donate a dollar for each coupon used to International Bird Rescue, intending to raise up to $100,000.
Launched last Tuesday, the campaign is just one part of a larger integrated media plan with additional efforts from Chase Design Group, Grey, PG One, and Saatchi & Saatchi.
It will run across online, website, digital, TV, in-store, and PR efforts.
For the Birds
Founded in 1978, International Bird Rescue is the world's top authority on bird rescue and rehabilitation.
Independent research conducted by the foundation found that Dawn is the most appropriate cleaning agent for birds, removing most oils while being non-irritating to the skin and eyes.
The soap's effectiveness at low concentrations and easy accessibility also make it a great choice. According to the company's chief executive JD Bergeron, Dawn is a "literal lifesaver."
It is this historic partnership that has led Dawn to adopt the iconic ducklings that have shown up in the brand's materials for over 40 years.
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In a statement, P&G North America Home Care SVP Guerin McClure highlighted the ducklings as symbols of Dawn's grease-cutting superiority. The corporation now donates all Dawn dish soap used by International Bird Rescue and other rehabilitation organizations.
This new campaign brings attention to the role Dawn plays in animal rescue, giving the brand an advocacy that resonates with customers.
Businesses can take a page out of Dawn's book, adopting relevant advocacy and turning it into a marketing opportunity that effectively builds brand affinity.
Seeing Imaginary Ducks
The spot opens with Hudson receiving a call from a staff member at "The Jennifer Hudson Show," who informs her about a possible story.
Hudson switches on the TV to see International Bird Rescue praising Dawn's effectiveness in cleaning birds affected by oil spills.
"You know I love using Dawn. If it's good enough to save those birds, it's good enough for these greasy dishes," she says.
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Suddenly, a pair of ducklings appears out of thin air to talk to "Jennifer Sud-son" about their favorite soap. Hudson daydreams two more times, with the ducks addressing her as she plays the piano and works out.
The spot ends as Hudson snaps out of it and takes a rest while the ducks continue their funny dialogue, wondering who "Jennifer Hudson" is.
In other soapy news, CeraVe launched a new spot earlier in July that was inspired by classic Spanish soap operas.
Editing by Katherine 'Makkie' Maclang
