Droga5 is debuting a new campaign for Air Wick entitled “Home is in the Air,” the agency’s first work for the brand since adding it to its client roster back in May.
In a long-form spot, Droga5 and Air Wick recreate the smells of home — a baseball glove, apple pie and a fireplace — for an American soldier stationed in Qatar. The video begins with the soldier, Kearen, and his wife, Cortney, explaining the hardships of spending so much time apart (at the time of filming, Kearen has been deployed for 11 months) and introducing the project. Air Wick experts then use an instrument called a solid phase microextraction device to capture, and later recreate, the scents that remind Kearen of being at home with his wife and six children. They then send a package of Air Wick candles imbued with the scents to Kearen, who says, “This, this smells like home.” He adds, emotionally, “It’s something so simple, but it means so much to me.”