The new commercial for downy fabric softener, entitled Downy Simple Pleasures, allows the consumer to “feel more expressive with luxurious scents” that are “designed for every side of you”.  Cleanliness has gone to a new level of personalization, where the different smells can now represent your different moods: allure, “a sweet and mysterious scent”, bliss, “a warm, sweet scent”, radiance, “the cool, watery scent”, serenity, “the soft and soothing scent” and dare, “a rich, dynamic scent”.  

It seems as though cleanliness has taken on a new purpose of expressing one’s identity.  The commercial discusses the various scents to express “every woman’s different sides”.  The commercial goes further to state that the consumer, clearly directed to the female consumer, will feel more enhanced in certain feelings: “Feel more calm with downy serenity, feel more daring with downy dare, feel more elegant with downy allure… feel more”.

 

http://www.youtube.com/watch?v=L0e5SGb5GFE

 

http://www.downy.com/en-US/product-line/simple-pleasures.jspx