Surf had been through 13 rounds of creative with their previous agency,
only to land on a brand proposition so layered it needed decoding:
“Joy Infused Fragrance.”
 

We took one look, smiled politely, and knew it was time
to get back to what really mattered—the product’s true USP:
It makes clothes smell amazing, all day long.

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The result? A bold campaign with striking visuals and a playful storyline,
centred on a man who refuses to roll down his turtleneck —
because Surf really does Smell That Good.

 

The campaign rolled out across TV, OLV, VOD, POS, social, TikTok,
and standout OOH (including a cromination) poked fun at John Lewis’s Christmas ad
and Surf came on board as a full-time client – since then we’ve done
two more global campaigns with the brand.