Scrub daddy

This one was just a look to see if we could make Scrub Daddy (the sponge itself) a mascot. I initially wanted to take the character in a more fatherly direction, but we were ultimately steered into him being more of a snarky Ryan-Reynolds-type character. In any case, Scrub Daddy's done so much for us and honestly, we kinda owe him.

We wanted there to be a viral element to the campaign where the ads themselves would prompt users to show how the were "making it up to" their smiley sponge.