Lysol, a Reckitt brand, has a simple question: Can you handle the stink? To showcase the benefits of Lysol Laundry Sanitizer, Lysol scientists have created what they believe to be the World’s Stinkiest Sock – using a synthetic formula that represents the worst foot stink, inspired by everyday, odor-causing bacteria.
A laundry additive, Lysol Laundry Sanitizer kills 99.9% of odor-causing bacteria in laundry. And they built a campaign around it.
“Sweat provides an environment where bacteria can thrive, making socks one of the stinkiest items of clothing,” said, Callum Couser, R&D Operations Manager, Hygiene.
“My team of Lysol scientists put our noses to the test using a blend of acids to replicate the scent of unforgettable foot stink. Because if Lysol Laundry Sanitizer can handle the World’s Stinkiest Sock, it can handle your stinky loads too.”
Rachel Dratch – a Massachusetts native known for her unforgettable characters, a Red Sox fan among them – will join Lysol outside Boston’s famed Fenway Park in September where fans will have the opportunity to smell the World’s Stinkiest Sock alongside a sock that’s been rinsed using Lysol Laundry Sanitizer.
“While I’m a lifelong Red Sox fan known for portraying a certain Boston teen, I’m also a mom who is all too familiar with stinky laundry,” said Dratch.
“I’m wicked psyched to partner with Lysol as they introduce the World’s Stinkiest Sock and become the official laundry sanitizer of the Sox. If Lysol Laundry Sanitizer is strong enough to handle the stinkiest of stinks, of course it can handle my family’s stinky laundry loads!”
Credits
Agency: McCann
Creative
Chief Creative Officer: Shayne Millington
Chief Creative Officer: Pierre Lipton
Evp Executive Creative Director: Larry Platt
Evp Executive Creative Director: Danny Rodriguez
Creative Director: Mark Forsman
Creative Director: Vinny Garbellano
Creative Copywriter: Emma Bhayani
Creative Art Director: Evan Kirby
Account
EVP Head Of Business Leadership: Chioma Aduba
VP Account Director: Elyssa Friedman
Group Account Director: Suzanne Lau
Account Supervisor: Mathew Guerra
Assistant Account Executive: Ariana Revelas
Account Executive: Allie Burton
Strategy
EVP Global Strategy Director: Sarah Watson
SVP Group Strategy Director: Justin Ballheim
McCann NY Production
Senior Producer: Loly McIndoe
Junior Producer: Janet Neale
Producer: Christine Clavio
Momentum
VP Group Creative Director: Megan Cross
VP Group Design Director, XD: Nicole Miller
Design Director, XD: Laura Jensen
Associate Design Director, XD: Madison Schumacher
Associate Creative Director: Noah Pollock
Director, Experiential Production: Mike Frey
Vp Group Director: Erin McGivney
Director, Business Leadership: Kirby Johnson
Asst Assoc, Business Leadership: Shannon Maclean
Craft Production
Executive Producer: Zoe Greene
Line Producer: Kim Anderson
Director: Shima Green
DP/Director: Mitchell Perrin
Reckitt
CMO And Gm Hygiene: Gary Osifchin
Marketing Director: Benoit Veryser
Senior Brand Manager: Whitney Braddock
Brand Manager: Amy Rosenthal
Access
SV, Group Director: Anna Boisvert
Vp, Group Manager: Matt Schwartz
Account Director: Cecilia Cunningham
Account Supervisor: Mary Burke
