Leo Burnett turned Craig Robinson into a ‘Gainiac’

Who: P&G North America, with Leo Burnett Toronto for creative.

What: A new Gain ad starring popular actor/comedian Craig Robinson.

When & Where: The ad is running as both a 30- and 15-second TV spot (including major networks and NFL games). A 60-second version is also running online, and Robinson is being used in social assets.

Why: “We are completely focused on scent,” said Amy Krehbiel, brand VP, North America Laundry. “The goal was to drive awareness of Gain Flings and our scent equity. How do we show [that] the scent and ease of Gain Flings can bring people moments of happiness?”

How: “Gainiacs” is parody version of the song “Maniac” from the 1983 hit movie Flashdance. Robinson does his best Jennifer Beale—if Jennifer Beale was really, really into fresh-smelling laundry more than dancing professionally.

Instead of a “Steeltown girl on a Saturday night, lookin’ for the fight of her life,” Robinson is a “Small town guy on a laundry night, lookin’ for the scent of his life.” He dances (or at least tries his best) with others who are similarly inspired to dance by the smell of their fresh laundry—washed using Gain Flings. (The original “Maniac” video is below for anyone wanting a Flashdance flashback.)

“When we thought about this idea, Craig was the first person we wanted to reach out to—he just seemed to be a  ‘Gainiac’ to us,” said Heather Chambers, chief creative officer at Leo Burnett. “At the shoot and in the recordings, Craig was a constant positive energy. He had everyone laughing… which always makes a shoot day so much better.”

And we quote: “In a time when scent has never been more important to the consumer, the number one laundry brand in scent, Gain, is excited to celebrate the fans that love the irresistible smell of our product—the Gainiacs!” —Amy Krehbiel, brand VP, North America Laundry.

David Brown