Downy Gets It!

When does a towel become a tango?

When does a t-shirt become a pacifier?

When does a sweater become a sanctuary?

(The ads are meant to relay the campaign's core messaging: "When you put a capful of Downy in your laundry, you're putting in a capful of feeling," said Grey executive creative director Rob Baiocco -- and they do, says The Brand Strategy Group)