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.
Todd McIntosh and Peter Tothpal To Receive Life Achievement Honors At Make-Up and Hair Stylists Guild Awards
Todd McIntosh and Peter Tothpal will be honored with Lifetime Achievement Awards at the 12th Annual Make-Up Artists and Hair Stylists Guild Awards (MUAHS, IATSE Local 706). McIntosh is an Emmy®-winning make-up artist known for his work on “Buffy the Vampire Slayer” and “Memoirs of a Geisha.” Tothpal is an award-winning hair stylist known for his work on “Guardians of the Galaxy Vol. 3” and “Terminator 3: Rise of the Machines.” The awards will be bestowed at the gala event on Sunday, February 15, 2025, at the Fairmont Century Plaza Hotel.
The MUAHS Lifetime Achievement Awards honor a make-up artist and a hair stylist who have an extraordinary spectrum of acclaimed work, exceptional contributions to the entertainment industry, and outstanding service to their union or their craft.
McIntosh, a multi-Emmy-winning Canadian make-up artist known for his transformative make-up designs, has worked on numerous critically acclaimed projects. He has won two Primetime Emmys and has 12 nominations. With over 30 years of experience in the industry, McIntosh has become a highly sought-after make-up artist, known for his attention to detail and ability to bring characters to life through his artistry.
Additional credits include “Masters of the Universe,” “Pushing Daisies,” “Griselda,” “Legion,” “The Kids are Alright,” “Venom,” “Dark Shadows,” “Star Trek: Enterprise,” “City Slickers (I & II),” “The Brady Bunch Movie,” “Mr. Saturday Night,” “Look Who’s Talking (1 & 2),” “The Clan of the Cave Bear,” and dozens of others.
Tothpal, an award-winning journeyman hair stylist, has had a spectacular and varied career encompassing every facet of filmmaking. From the largest high-profile... Read More