A wedding ring–carrying a big “It” diamond–falls off a woman’s finger and down the kitchen sink drain, winding its way through the pipes of the apartment building as we see other residents with their “It” items purchased on eBay. Ultimately the treasured ring goes through the city’s plumbing and is dischared out into a sea full of fish. Cut to the original woman and her hubby eating salmon for dinner. After taking a big bite, she spits out the “It” ring.
Credits
Agency: BBDO North America, Atmosphere BBDO David Lubars and Bill Bruce, chief creative officers; Greg Hahn, executive creative director; Chris Toland, creative director; Reuben Hower, copywriter; Brandon Mugar, art director; Grant Gill, executive producer; Loren Parkins, executive music producer. Production Company: Smuggler,Stillking Films | Prague Stylewar, director; Damien Morrisot, DP; Brian Carmody and Patrick Milling Smith, executive producers. Shot on stage in Prague.,Lida Ordnungova, producer Editorial: MacKenzie Cutler Gavin Cutler, editor; Melissa Miller, executive producer; Erik Laroi, assistant editor. Postproduction: Company 3 New York Tim Masick, colorist. Visual Effects: MassMarket Justin Lane, VFX producer; Bernadette Castillo, producer; Chris Staves and Joe Vitale, Flame artists; Dave Barosin, Joon Le, Hae-yeon Lee, CG artists; Ella Boliver, rotoscoper. Sound Design: MacKenzie Cutler Lewis Herrin, sound designer. Audio: Sound Lounge Philip Loeb, mix
Screenwork Type:Top Spot
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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