If you’ve ever walked into a closet, basement, or laundry room and been hit with that unmistakable musty smell, you might find yourself echoing a new catchphrase: “Daaamp!” That’s exactly what independent agency Laughlin Constable had in mind when crafting the latest national campaign for DampRid, a moisture-absorbing product designed to tackle the root cause of those pesky odors.
The “Get Rid of the Daaamp” campaign launched in February, blending humor with an instantly memorable tagline to make DampRid the first thing homeowners think of when they sense dampness in their space.
“What’s more fun than a repeatable line that just so happens to be the name of the product?” said Jon Laughlin, Chief Creative Officer at Laughlin Constable. “When we first came up with the idea, I just thought, ‘Daaaaaamp, we’re on to something.’ Now it’s time to share it and support a great product nationwide.” Watch below:
Rolling Out Nationwide
The campaign kicks off in the Southeastern U.S., where damp conditions are more frequent, before expanding nationwide by May 2025. A strategic media buy will target regions experiencing increased humidity, ensuring that DampRid’s message reaches those in need at exactly the right time.
DampRid’s core messaging emphasizes its ability to eliminate moisture at the source, offering homeowners a stress-free, odor-free solution that provides peace of mind. The brand aims to position itself as the ultimate defense against the embarrassment and inconvenience of musty odors.
BTS: Bringing the Humor to Life
The spots were shot in Los Angeles by Laughlin Constable’s HIVE Content Studio, an award-winning production arm of the agency. Ensuring that the comedic timing landed just right was crucial to the campaign’s success.
“This was such a fun idea, but we knew the delivery of the line was key for it to hit home,” said Vincent Geraghty, EVP and Head of Production for HIVE. “We needed to capture the comedic performance and timing required to make the spots special. We were able to combine a believable performance with an over-the-top approach to our signature line, ‘Daaamp,’ that had us rolling on set.”
Laughlin Constable’s expertise in crafting compelling campaigns has not gone unnoticed. The agency was recently named Ad Age’s 2024 Small Agency of the Year and has won Clio, Effie, and ADDY awards for its creative and media work.
With the “Get Rid of the Daaamp” campaign, the agency continues to push the boundaries of creative advertising, proving that even a household moisture absorber can be unforgettable with the right approach.
The campaign’s integrated approach features a variety of content, including TV and video spots, radio ads, digital and social placements, and in-store creative. The ads lean into the comedic potential of the elongated “Daaamp” to create a viral-worthy moment that sticks in viewers’ minds.
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