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AirWick 'Lake' advert

Agency: Euro RSCG

Client:  AirWick

AirWick is an established authority in household air care and continues to offer a range of products and fragrances designed to make homes smell fresh and welcoming.

The brand is now launching a new TV commercial for its new ‘Touch of Luxury’ premium fragrance range, designed for electrical plug-in air fresheners.

The commercial, ‘Lake’, continues to build the brand’s innovative fragrancing credentials, whilst elevating its position via a credible premium offering.

The spot dramatises the indulgent fantasy of transportation experienced within the home when using Touch of Luxury fragrances, which include ‘Smooth Satin and Moon Lily’, and ‘Wild Jasmine and Pearl’.

This metaphor is illustrated with a literal transportation of a woman in her living room onto a beautiful, faraway lake at twilight. In short, the commercial positions the brand/product as the catalyst that ‘takes your home to a more luxurious place’.

‘Lake’ is part of a wave of new live action commercials currently being aired since the brand departed from the ‘Animals’ animated campaign earlier this year.

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