Ten seconds—hardly a time frame conducive to storytelling, but a campaign of five :10s for HoMedics health and wellness products, out of ad agency Copper, Kalamazoo, Mich., bucks the odds.
In "Stove," a slice-of-life vignette finds a husband walking into the kitchen, where he sees his wife hovering over a pot boiling on the stove. Her head is covered with a towel to retain the steamy heat emanating from the boiling water.
"Hi honey, we’re having pasta," she says to her dubious husband.
The spot then quickly cuts to a product shot of the HoMedics Facial Sauna machine as an accompanying voiceover offers an alternative to pasta steaming one’s face. "May we suggest the HoMedics Facial Sauna," relates the female voiceover.
The other spots in the campaign are similarly succinct in their humor. For example, in "Swede," a man returns home from work to find his wife in a bathrobe, saying goodbye to a hunky Swedish masseur. A female voiceover says, "May we suggest the HoMedics Percussion Massager."
In "One-Second Massage," a wife asks her husband for a massage. Distracted by the television, the man obliges—but for literally only one second. The intervening voiceover suggests the HoMedics massage cushion.
The HoMedics commercials were directed by Scott Vincent of bicoastal/international Hungry Man. Executive producers were Stephen Orent and Dan Duffy, with Caroline Gibney serving as head of production and John Marx as producer. The DP was Igor Jadue-Lillo.
The Copper creative team consisted of creative director Dean Gemmell, associate creative director/art director Kent Elliott, writer Josh Leutz and producer Kyle Maurer.
Editor was Bertram Cambridge of Uppercut Editorial, Minneapolis, with Darren Larkins executive producing for the shop. Steve Medin and Sue Lakso of Crash & Sue’s, Minneapolis, served as online Fire editor and colorist, respectively. Audio mixer/sound designer was Ken Chastain of Echo Boys Music/Sound Design, Minneapolis. Music composer was Bill Fahl of Copper.
