Comfort: Uncomfortable Life of Paul Jenkins

Ogilvy London's challenge was to reframe Comfort's core benefits so they'd serve as a reason why Comfort makes a good clothes day. Ogilvy wanted to dramatise how Comfort made you feel great in you clothes rather than just explaining how Comfort made clothes feel great. "Practically everyone we spoke to, whether in Europe, Latin America or South East Asia referred to Jeans when they were talking about clothes they felt great in," said creative director Alasdair Graham. "Jeans really are a universal item of clothing that eptimomises comfort - emotional if not always physical. Indeed, when jeans feel good, they're the item of clothing that people feel really comfortable in - the very stuff of good clothes day. This provided us with the campaign proposition: Say goodbye to cardboard jeans with Comfort. This opened doors for a number of other actvities, such as the short film which tells the story of "The uncomfortable Life of Paul Jenkins", a real-world character who suffers from cardboard jeans with serious lifestyle consquences but who shuns help, refusing to use Comfort to alleviate the symptons."