Perhaps Toula's Dad paved the way for seeing the distinctive blue cleaning product in a hilariously different light. But Windex have launched a new marketing campaign in hopes of making the product emotionally compelling by focusing not on the product, but on the silent service that it provides.
Windex's "Give Life a Sparkle" campaign was produced by advertising company Energy BBDO and launched via YouTube. The three-minute film titled "The Story of Lucy" recounts that old tale about a Dad witnessing the miracle of birth and watching his daughter grow up.
The brand's role is downplayed, focusing instead on the father's face as he experience the joys and quiet heartbreaks of watching his child become an adult. At the ads beginning, the Father place his hand on the flawless glass of the hospital nursery thus downplaying the brand's impact.
The conclusion of the story shows his daughter and her partner present their own baby to the Father through yet another hospital nursery window as he raises his hand to the spotless glass which drives the recall home.
The ad concludes by telling us that "What's between us, connects us." The results of that insight certainly shine through.
The heart-string pulling rendition marks a departure from the tired product-attribute focus that plagues Windex's advertising sector.
It's a refreshing example of a social media advertising tactic that captures the viewers attention by utilizing emotional appeal rather than a focus on its practical attributes. YouTube is also a great choice of platform due to it's easy sharing capabilities and vast market reach.
Source: https://www.youtube.com/watch?v=kUFPGYVhmSs
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