A burglar breaks into a house late at night while the couple inside sleeps. He sneaks through the house but is distracted by the pleasant smell of laundry detergent on the couch. The burglar forgets about stealing and instead curls up in the pile of clothes to smell the detergent, falling asleep. The next morning, the couple discovers the burglar still sleeping on the couch under the clothes.

2. The Insight

3. The idea
It’s late at night. A couple are sleeping tight. The house is in complete silence.

4. Little do they know, a burglar is watching the house from outside, and is trying to break into.

5. He is tiptoeing through the bedroom, into the living room.

6. Just before he finds anything to steal, a pleasant flowery smell catches his nose. He instantly forgets to steal, and tries to find the source of the aroma instead.

7. It doesn’t take him long. Right there on the couch, there lies a big pile of clothes. It smells like flowers in heaven.

8. The burglar seems to totally forget his initial intention to steal. He picks up some clothes to sniff, and then with joy he curls himself into the pile of clothes. That doesn’t take him to heaven, but he falls fast asleep.

9. The next morning, the couple wake up and are horrified to find a strange man sleeping on their couch, under the pile of clothes.

10. The burglar wakes up, half asleep. He finds himself in a fix, but it’s totally worth it. It is the best sleep he’s ever had.
Because the aroma of Downy was too good. Everyone falls in love with it. Everyone just falls for Downy.