Du launched its latest campaign “Your Home, Your Way”, and it overwrites some typical stereotypes and cliches associated with families.
The campaign film is part of Du’s new offering for homes, its personalised home plans.
The brand understood that its consumers were looking for options that suited their unique likes and needs. It offered new plans that would cater to the different needs.
In the same theme, Du also did not want to dictate what its consumers liked, but rather to offered them the freedom to customise their plans however they want.
The film captures this message by challenging old stereotypes such as “All moms love cooking” or “All dads are into sports” and breaking the fourth wall to let each character share what they really like.
The campaign’s video begins like any typical advertising spot, showcasing a family and what they like. From a dad who loves watching sports to a mom using the internet for recipes. Finally breaking the cliches when the girl who “likes” princesses protests that she likes zombies and gaming.
The video changes in tone with every member of the family revealing what they truly like. The dad shares his love for rock and performances on a social media, and the mom reveals her love for binge-watching TV shows and movies.
The brand through the ad spot hopes to ensure that every customer can create a home environment using its plans that reflect their true selves, just like the advertisement.
This is not the first time that the brand has broken away from typical advertising. Du’s latest campaign featuring a blue man broke away from traditional B2B advertising to bring in a fun and mysterious element to target the SME’s.
Credits
Agency: TBWA\RAAD
Joe Lahham: Managing Director
Karim Attalah: Account Director
John Saad: Account Executive
Noor Akar: Associate Creative Director
Julian Perico: Associate Creative Director
Daniella Romero: Senior English Copywriter
Production house: Wonderful productions
