This infomercial-style spot introduces us to an indispensable product: Chair Pants. We open on a man who is the second person in a short line at the bank. He seems terribly impatient considering he’s waited but a few seconds and is already complaining, “What’s the holdup.”
We then see different people from all walks of life and of all ages having trouble standing up–at the mall, at the grocery store, on the sidewalk. The solution: Chair Pants, bringing “golf bag technology” to the problem. The product is a step stool type contraption that is attached to a pair of pants. When you make a sitting down motion, you are propped up, resting your backside against the a mini-chair. When you stand up, the contraption neatly folds away.
Happy users of the product smile into the camera, declaring, “Thank you Chair Pants.”
Chair Pants are for anyone “who’s feeling a little weak or not drinking enough milk.”
The infomercial heralds a “bargain” price of $69.99 for Chair Pants–and if you order now, you’ll receive as a bonus two liters of milk.
A crawl message along the bottom of the screen reads that customers can expect delivery within two to 30 weeks, depending on if the warehouse workers feel too week to fulfill the order.
The spot is tagged with a website address (www.theweakshop.com). Accessing The Weak Shop uncovers a treasure trove of products akin to Chair Pants for the weak of body–if only they drank enough milk.
“The creation of The Weak Shop sub brand marks a innovative approach to milk marketing. It’s bold, quirky, and talks to teens in an unusual way,” said Liz Gurszky, director of market development and communication, BC Dairy Foundation. “Instead of preaching to teens about health benefits, we’re really driving home our point that milk gives you energy by showing the performance consequences of not drinking enough milk in an offbeat, teen-relevant way.”
B.C. Dairy Foundation, in partnership with its agency of record DDB Canada, Vancouver, B.C., and Rob Johnston, an award-winning industrial designer, developed a range of innovative products including, Chair Pants, Food Lift, Wallet Walker and more for The Weak Shop. Now available online, The Weak Shop opened its first retail location in Vancouver, B.C. on October 15 and will open a second location later this fall.
“The Weak Shop takes the existing ‘Must Drink More Milk’ creative platform to a whole new level. Our goal is to make milk a more socially relevant beverage choice and encourage consumption over sugary beverage alternatives whenever teens need to perform physically, mentally or socially,” said Dean Lee, creative director, DDB Canada, Vancouver.
The Weak Shop is an inherently digital and social idea that can flow through multiple mediums in a teen’s life. To promote The Weak Shop, DDB Canada developed an integrated campaign that includes TV and online infomercials, digital pre-roll and print, online and out of home advertising. The Weak Shop also has a presence on various social media sites including Flickr and YouTube, and can also be followed on Twitter and fans can join its Facebook page.
The idea for The Weak Shop and the humorous infomercials promoting it stemmed from recent research done on the Dairy Foundation’s current “Must Drink More Milk” advertising.
The research showed that teens understand the long-term strength benefits of milk, but they don’t always grasp the short-term gain — the fact that milk gives you energy. This insight was creatively paired with a broader societal desire for short cuts, best exemplified by the explosion of gadgets and miracle tools featured in infomercials and stores.
“The Weak Shop will generate a lot of talk value among teens,” said Lee. “It’s a creative, entertaining approach that’s completely unexpected for milk. For teens especially, it keeps milk messaging really interesting and fun.”
Additional new products, including software and iPhone applications will be available later this fall.
The Dairy Foundation invites people to submit their ideas that could be developed and added to The Weak Shop catalogue. The winner of the open-source product development contest will win a MacBook Pro with Adobe creative suite and will work with an industrial designer to develop their prototype and learn first-hand about the product development cycle. Weekly and monthly prizes will also be awarded.
The proceeds of all product sales from The Weak Shop will go directly to KidSport BC, a community based sport-funding program that provides grants for children to participate in a sport.
The “Chair Pants” spot was directed by Benjamin Weinstein of Steam/Filmgroup, Vancouver and Toronto. The DP was Phil Lanyon. Editor was Jonathan Morris of Steam/Filmgroup.
The Many Hires Jeremiah Wassom As Group Creative Director
Independent agency The Many has added Jeremiah Wassom as group creative director.
Wassom most recently worked a decade at Deutsch LA where, as SVP/creative director, he led the Taco Bell account and won new business for the agency. His agency past also includes AKQA and TBWAChiatDay. His creative work has touched the QSR, video games, automotive, fashion, and culture brand sectors. He also served eight years with the United States Marine Corps.
“Throughout his career, Jeremiah has helmed work that has not only made me personally jealous but has consistently pushed brands to show up in memorable and innovative ways,” said Josh Paialii, head of creative at The Many. “One look at his body of work and you will see his passion for storytelling and craft has raised the bar for entire categories, driving participation with many brands’ most loyal fans. Beyond being a world-class creative director and maker, Wassom is a proven team player and strategic thought leader. He’ll be a great addition to the leadership team at The Many working across all accounts. His role will be immediately felt as he guides and supports each of the creative leads in the department.”
A 20-year creative with agency, brand, and freelance experience, Wassom has forged a creative approach which focuses on crafting engaging connections rather than simply make ads. He sees the need for advertising to mean more, not simply do more.
The Many believes that true business growth is made possible by harnessing the power of participation and partners with brands to forge deeper connections with consumers, cultivate trust and loyalty, and maximize marketing spend and execution. The agency is built around a flexible model that offers a suite of capabilities, including... Read More