The Ask: “Our product always gets confused with our biggest competitor, Drano. How can we set ourselves apart without breaking the bank?”
This was definitely exercise in turning a long list of constraints into a positive. What started as a brief for a single demo with wall-to-wall branding ended up being an awesome exercise in efficiency: pushing the limits of where a drain cleaner could play.
We took famous tropes based on our target’s interests and behaviors (Sports, DIY Shows, Cars, etc.) and used contextual targeting to turn a single demo shoot into endless stories built around familiar archetypes of toughness.
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