As an accompaniment to Ogilvy’s flagship 45 sec. Molto Q TVC, Cirkus were commissioned to create five viral shorts designed to support the campaign online. The virals explain the benefits of all five individual Comfort brands being incorporated into the Molto product.
I had the responsibilty of directing these shorts which present Q as the consummate scientist. He’s not willing to use test subjects in his Comfort experiments without first undergoing the rigorous procedures himself much to the chagrin of his very capable, but confused co-worker.
In this episode we see him hoisted up to a great height and then dropped onto a stack of freshly washed towels to check for himself how soft they are.
At the conclusion of each viral, Q calls out for the next experiment to be conducted.