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Vanity Fair: TV Campaign

Smiles all around

Already the premium napkin category leader, Vanity Fair wanted to build share of everyday napkins. So we helped create their first-ever TV campaign. “Wipe on a Smile” successfully positioned their everyday napkin as a practical choice for every occasion, not just special ones.

Woman and child eating popsicles

These TV spots capture real, everyday moments in fun and memorable ways.

Girl wiping face with napkinHamburger on plate with pickles and catsup smiley face

Wipe on a Smile print campaign

This series of print executions had one goal: counter the notion that Vanity Fair Napkins are too good or too fancy for every day meals. These bold but fun ads gave moms plenty of good reasons to use Vanity Fair every day.

Vanity Fair Print Ad 1Tablet displaying Vanity Fair home pageVanity Fair Print Ad 2Vanity Fair Print Ad 3



Key brand as friend driver: story

Vanity Fair’s “Wipe on a Smile” TV ads turn everyday moments into engaging and relatable stories. We shared the creative and imagery from those spots across a variety of on- and offline channels, where they have connected with a broad, receptive audience.

About Brand as Friend Learn more about Brand as Friend >>

Artboard 1


Vanity Fair


TV Campaign


New Moms


Advertising, Shopper Marketing

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