A gamer is seated on the couch, transfixed on a video game. He tells his roommate, who’s just come home from work, that a package came for him. The roomie doesn’t look too pleased that the box–a delivery order from Frys.com (the online site of regional retailer Fry’s Electronics)–has been opened, but a smile comes to his face when he looks at the contents. He then exits out of sight into the adjoining room. Suddenly all the power goes out and a bright light flashes. The roommate disappears. Turns out the component from Frys.com was the missing piece to a time travel machine. An end tag identifies the sponsor, Frys.com, accompanied by the slogan, “Welcome home, tech heads.”
Credits
Agency: DGWB Advertising & Communications Jon Gothold, executive creative director; Dave Swartz, John Zegowitz, creative directors; Joe Cladis, associate creative director/art director; Steve Harbour , creative director/copywriter; Stan Chow, designer, Scott Seltzer, producer. Production Company: Zoo Simon West, director; Gower Frost, executive producer; Dawn Fanning/ prdoucer; Matthew Libatique, DP. Editorial: Babbage Industries, Santa Monica T.G. Herrington, editor Postproduction: The Syndicate Beau Leon, colorist Visual Effects: The Syndicate Verdi Sevenhuysen, Flame/visual effects artist; Kim Evans, producer. Sound Design: Stimmung Reinhard Denke, sound designer
Audio: Eleven Jeff Payne, mixer
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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