Advertising agency Droga5 London has launched a new campaign for Radox, showing the ‘power of fragrance to transform mood’. What better way to show how smell makes you happy than using the biggest oxymoron- a cheery emo.

The TVC launched in Mexico and is set to launch in the UK from July through to the end of the year.

“Radox shower gels have been specially formulated with fragrance combinations that are specifically made to draw out a particular mood,” said Sebastian Devoto, global brand vice-president at Radox. “We needed to communicate this in a joyfully uninhibited way and Droga5 London helped us do just that.”

“During my misspent teenage years as a hateful, nihilistic young goth, I wish someone had told me about the mood-altering properties of Radox,” said David Kolbusz, chief creative officer, Droga5 London. “Let this campaign serve as a message to all children of the night – misery is a choice. Fragrance can save you.”

“It is scientifically proven that fragrance can change your mood,” added Rick Dodds, executive creative director, Droga5 London. “So as well as dramatising this, we also wanted the spot itself to have the same transformative power and leave people in a happy and uplifted mood.”

CREDITS