Backstreet Boys Want It That Way for P&G's Downy

Backstreet Boys are appearing in a spot introducing Downy Rinse and Refresh odor fighting solution? Please, tell me why!

Of course, that’s a reference to their 1999 mega-hit “I Want It That Way,” which the ’90s pop princes briefly reprise in a cute spot from Saatchi & Saatchi. The group comes to life in a framed wall poster, and naturally, good clean fun ensues. They even goof on fellow (aging) boy-band NSYNC, noting that “Bye Bye Bye” is NOT a BSB tune:

Alas, no nods to Hanson. But that BSB tour shirt doesn’t smell like skunk anymore.

“In most cases, your favorite clothes are something you don’t want to get rid of—specially not because of malodor,” Daniel Lobatón, CCO at Saatchi NY tells Muse. “And when we were looking for something that would resonate with our target, we realized there were certain pieces of vintage clothing that made sense, like band T-shirts.”

OK, that’s clear—and fresh! But why BSB specifically?

“We wanted a band that have a presence beyond nostalgia, and they are having a moment right now with multiple generations thanks to social media,” Lobatón says. “So, it aligned perfectly with our message.”

Plus, the song’s “Tell me why” hook fits the brand message, right?

“Since we are introducing a new category, the lyrics lent themselves to telling people why they need the product and the insight behind it. At P&G during briefings, we often discuss the ‘mind opening why’ behind a product. I guess we took it quite literally this time.”

Yeah, bet they have some rad meetings at P&G alright. Was filming with BSB fun?

“The moment they stood in front of the camera, they rehearsed ‘I Want It That Way’ just to get the notes right, and we felt like we were getting serenaded on set,” recalls Saatchi group account director Jen Brotman. “We couldn’t believe how emotional we all got—there may or may not have been tears in some eyes. The song has always been a karaoke favorite of the team, so we knew which ‘tell me whys’ we wanted them to hit, and we still can’t get it out of our heads.”

The commercial broke during NFL games last weekend and will run across broadcast and streaming platforms.

CREDITS

Downy Rinse & Refresh – Tell Me Why  

Saatchi & Saatchi / Woven Collaborative
Daniel Lobaton – Chief Creative Officer
Ciro Sarmiento – Chief Creative Officer, Woven
Dustin Tomes – EVP, Executive Creative Director 
David Stevanov – Creative Director 
Will Tran – Creative Director
Ben Cascella – Associate Creative Director
Caroline Chase – Art Director
Malcolm Richardson – Copywriter
Danielle Hallack  – Senior Producer
Anna James – Associate Producer
Sarah Beaumont – CEO, Woven Collaborative
Jen Brotman – SVP, Group Account Director
Kohar Shrikian – Account Director
Zaki Khalid – Senior Account Supervisor
Chris Gilbert – VP, Director Experience Strategy
Lisa Rimmer – Senior Business Affairs Manager
Matt McGuire – Senior Project Manager

P&G – Downy
Jenny Maxwell – Senior Brand Director, Downy
Brian Cofer – Brand Director
Erica Yuan – Senior Brand Manager
Matt Lumb – BBIC
Paul Chick – Manager, Advertising Production
Matt O’Shea – Media Director Laundry and FE
Liv Martin – Senior Media Manager FE
Daniel Kelly – Media Manager FE
Ashley Sun – Media Specialist FE  

Platinum Rye Entertainment
Lori Golden – SVP Talent 
Amanda Levine – Senior Director of Music

Smuggler 
Guy Shelmerdine – Director 
Erik Sohlstrom – Director of Photography
Carlin Wilson-Webb – Executive Producer
Rodney Anderson – Line Producer 

Harbor
Senior Editor –  Steve Evans
Senior Mixer – Glen Landrum
Audio Producer – Cammie McGarry
Senior Colorist –Oisin O’Driscoll
Color Producers – Brad Martin, Maxwell Hadson
Supervising Producer – Lena Lobel

VFX
VFX Supervisor: Phil Crowe
Executive Producer: Lexi Stearn
2D Lead: Keith Sullivan
CG Lead: Tom Bardwell
Producer: Anna Borysewicz
Production Coordinator: Sebastien Le Coz
2D Artist: Adam Deutsch
2D Artist: Jade Kim
2D Artist: Shauna Prescott
2D Artist: David Sanati
CG Artist: Juan Zavala