A customer asks his barber/hair stylist to shave his head. The stylist is distracted for a moment as he goes to get an electric clipper and confirms to the salon’s receptionist that he can schedule a 4 p.m. appointment. He comes back to a full head of hear seated in the chair before him and proceeds to take out a clump from the top. At this point, the camera reveals that he’s buzzed a woman customer–seated to the right of the male who originally asked to have his mane removed. The hair stylist offers the understandably distressed woman a scratch-off Maryland Lottery game ticket. She immediately brightens and says thanks to the guy who just ruined her appearance. An end tag carries the slogan, “A little Scratch-off goes a long way.”
Credits
Agency: Eisner Communications Mark Rosica, creative director/art director/copywriter; Craig Strydom, creative director; Donna Schoch-Spana, executive producer; Romona Diaz, Gregg Simonton, producers. Production Company: Working Pictures, Inc. Matthew Pittroff, director/executive producer; Marsha Derrickson, producer; Andy Lilien, DP. Editorial: Cosmo Street Lawrence Young, editor; Postproduction: Method,The Mill New York Jay Tilin, online editor,Fergus McCall, colorist Visual Effects: Method Jay Tilin, effects artist Sound Design: Sound Lounge Tom Jucarone, sound designer Audio: Sound Lounge Tom Jucarone, mixer
St. Lukes and Director Neil Gorringe Are “Proud As A Peacock” For Wickes Home Improvement
Home improvement retailer Wickes unveils its first major brand campaign, which is based on the idea that the DIY giant has everything its customers need to make them feel “as proud as a peacock.”
It’s the first brand work by creative agency St Luke’s, since winning the account 12 months ago. .
The TV campaign comprises three 20-second films, all featuring people browsing in a Wickes showroom, choosing designs, and visualizing their new kitchens and the compliments they will receive from their friends and family. The three films--directed by Neil Gorringe via production company MYTHSMYTH--each focus on Wickes’ kitchen ranges, price, and the design and installation help they offer.
In this film, a man sets the scene by saying to his partner, “You know what your sister is going to say though?” As the woman imagines her sister asking if they’d mind if she got a matching kitchen, feathers fan out behind her back.
Wickes has built a rich heritage of pride since its launch over 5o years ago. This work marks an evolution of strategy for the brand as it evolves “feel house proud” and introduces its new campaign line “Feel as proud as a peacock”.
The new campaign anchors it to the brand platform away from the focus on embarrassment, instead honing in on the pride aspect, to reflect the feeling of optimism that accompanies a home improvement project. Phil Spencer, property guru and ambassador for Wickes Kitchens continues to be the voice-over for the campaign.
“Our campaign reflects the real sense of pride that Wickes’ customers feel after improving their homes,” said Richard Denney, joint chief creative officer at St Luke’s. “Pride and peacocks go hand in hand, and research showed that even younger... Read More
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