Air Wick: Breathe in, breathe out, repeat

RB air care brand Air Wick has set out to introduce a natural moment of calm into ad breaks up and down the country – with a meditative new TV campaign that encourages viewers to breathe along with it in time, dramatising the mood-enhancing powers of essential oils.

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TAKE A DEEP BREATH AND ENJOY A NATURAL MOMENT OF CALM IN THIS MEDITATIVE, MULTI-SENSORY AIR WICK SPOT

Breathe in, breathe out, repeat

With the UK in lockdown, a pandemic still raging and the prospect of months before things begin to return to some kind of normality, it’s fair to say that everyday life can be a bit stressful at the moment. With that in mind, RB air care brand Air Wick has set out to introduce a natural moment of calm into ad breaks up and down the country – with a meditative new TV commercial that encourages viewers to breathe along with it in time.

The soothing spot aims to harness the power of nature to transform people’s moods. It is set to a sparse, ASMR-inspired soundscape of a woman calmly inhaling and exhaling amidst the gentle sounds of nature – with a series of CGI flowers appearing to ‘breathe’ in and out in sync.

It seeks to dramatise the mood-enhancing powers of essential oils and promotes Air Wick’s aromatherapy-at-home range, Essential Mist. The range offers affordable fragrances infused with natural essential oils at the click of a switch, making the benefits of aromatherapy mainstream and accessible to all. This campaign represents the first time Air Wick has communicated its new brand purpose – to connect people to nature – in above-the-line comms. It sees the brand champion the power of nature and encourages people to get out into nature more often. 

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