Smell Test

DIRECTOR

Procter & Gamble

Downy Unstopable
This is How We HBCYou

A national back-to-school campaign
built around HBCU students and culture.

Ran on BET.com, VH1.com
and Paramount FAST Channels,
and on the stadium Jumbotron
at the Cincinnati Music Festival.

WATCH SMELL TEST ›

Still from Smell Test, the Downy Unstopable commercial directed by Idil Ibrahim: the student imagined on a red carpet in a gold gown
Still from Smell Test, directed by Idil Ibrahim: the student holds up her fresh Howard Bison hoodie
Still from Smell Test, directed by Idil Ibrahim: the student pulls her hoodie from the laundry basket
Still from Smell Test, directed by Idil Ibrahim: her roommate walks in with the laundry basket
End card from Smell Test: Downy Unstopables bottle with the line Smell Unstopable and the P&G HBCYou crest, This is How We HBCYou