• by Danielle Oster , September 19, 2024

Dawn enlisted Jennifer Hudson for its new campaign, with the actress, singer and talk show host starring alongside animated ducklings for the P&G dishwashing liquid brand.

The campaign centers around a hero ad in which Hudson catches a news item about International Bird Rescue, a conservation organization, using Dawn to clean oil from birds’ feathers while washing dishes, which she considers for the lead story on “The Jennifer Hudson Show.”

Midway through the ad, she’s greeted by a pair of talking animated ducklings – who appear to believe her name is “Jennifer Sudson.” The spot will run across TV, OTT, and online video, with supporting campaign elements including digital and radio activations. Additionally, the campaign includes a promotional activation providing a downloadable coupon for $1 off Dawn Platinum EZ-Squeeze to consumers who visit www.dawnducks.com, alongside a pledge from P&G to donate $1 to International Bird Rescue for each download, up to $100,000.  

“Jennifer Hudson Meets the Dawn Ducks!” follows the introduction of the animated ducklings as speaking characters this summer. The cute characters highlight a longtime focus of Dawn’s marketing on the use of the product in animal rescue efforts. After experimenting with different products for years following a 1971 oil spill, International Bird Rescue arrived at using a mixture of up to 10% Dawn concentrate in water as a solution to cleaning oil from animals impacted by oil spills without damaging eyes or other sensitive areas in 1978, according to TheWashington Post from 2010. 

“Dawn is a literal lifesaver,” International Bird Rescue CEO JD Bergeron said in a statement. “A single drop of oil can be deadly to wild birds, which is why we rely on Dawn to get the job done and help save wildlife, like the iconic ducklings you see on the Dawn bottle.” 

“The ducklings have long been powerful symbols of Dawn’s status as the better grease-getter,” P&G North America Home Care senior vice president Guerin McClure added, characterizing the introduction of the animated ducklings and new campaign with Hudson as a way to “share their story with a new generation.”