I have a fresh approach effectively combining DampRid's previous ads into a polished, approachable video that people will enjoy and connect to. We want real people that are confident and approachable. The topic at hand isn't necessarily one that's most excited (mildew and smells) but imagine if you managed to get rid of the smell like I actually did using DampRid - then you're gonna get excited and you wanna tell your friends and family about it. That's the executional approach I'm going for!