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NFL linemen are seen as the toughest players on the field, but even they can be softened.

This campaign imagines how a Sta-Soft U.S. launch could revive the Oglivy “Tough Guys” campaign by showing how its fabric softener can soften even the toughest NFL linemen. By blending the authority of iconic players like Travis Kelce with emotional storytelling, the campaign raises brand awareness and connects with a broad American audience.