Godfreys launches its new brand platform ‘Feel Free’ via creative agency partner Thinkerbell
Thinkerbell has been appointed as creative agency partner for Godfreys within Australia and New Zealand. The partnership sees Godfreys launching new brand platform “Godfreys. Feel Free”.
The work positions Godfreys as the cleaning retailer that facilitates that euphoric post cleaning feeling; that freeing ‘ahhhhhh’ moment when you can relax and sit back on your couch knowing everything is done.
The communications will live across TV, BVOD, out of home, audio channels and social media, as well as coming to life in owned channels and in-store.
Says Nathan Dixon, General Manager Marketing of Godfreys: “We’d been looking for a partner that could help re-establish Godfreys as the place to go for all your cleaning needs. We worked closely with the team at Thinkerbell to create a new and more emotive way for Godfreys to communicate, one that captures the positive feeling you get when the cleanings complete. It’s been a real pleasure Thinking and Tinking with Thinkerbell.”
Says Regina Stroombergen, Head Creative Tinker at Thinkerbell: “We’re super excited to be working with Nathan, Quinn and the team at Godfreys and have loved taking their brand to a new level. As the category leaders only Godfreys can take the higher emotive ground of that post clean feeling, as they are the only retailer whose entire brand is dedicated to cleanliness. We’ve captured that feeling you get when you look around the house and everything is beautifully, wonderfully, clean.”
Client: Godfreys
Creative Agency: Thinkerbell
Media Agency: Nunn Media
Production Partner: Cutting Edge
22 Comments
Cost saving.
Wow that’s a horribly composited spot. Doesn’t make a whole lot of sense and that poor taxidermy dog hovering makes the whole thing feel like a second rate retailer. I guess that’s Godfrees.
It’s the sound of stat showing.
Unlucky timing to cast a Russell Brand* look-a-like…
*Innocent until proven guilty.
So pure, simple, and completely devoid of an idea.
Nothing in that ad ever once captured an emotion. I feel nothing watching it. Rather than show me how clean feels you made a white world, those two things are very different. I don’t think you realised that
I mean, at least it’s not dancing
It would make a better ad for a laundry powder…
https://www.youtube.com/watch?v=fKTgxscUCIo
Ah. nostalgia. It’s a twinge in your heart far more powerful than memory alone.
I don’t agree @Daz – it would still be a shit ad for a laundry powder…
This is so sh*te
Not sure about these comments The bowling ball stuff shows where it’s come from to get to here. There’s a very clear idea and it’s ok.
This is delusion. Sorry marketers and thinkerbell. you think people are watching this and thinking man I gotta go to Godfreys on the weekend.
It’s a cute idea.
Feel Free. Bet that’s how the client feels now…
You can assume this vacuum giant is struggling if they are putting ads out like this.
@Matt: Yes, there’s a clearer idea in this compared to the ads of yore. But where’s the brand position and personality?
If the ad started with a Godfrey’s vacuum, a finished clean and then being transported to this place of bliss, at least there’s a tangible link between the product & associated benefit. Perhaps hackneyed, but it gets the message across.
But if we just take the first ~15 secs of this ad, there’s very little to place this as a vacuum ad, let alone a Godfrey’s ad (bar small nods with a few robot vacuums and red socks). It could be an ad for Pure Blonde, for Crocs, for Thredbo… hell, considering the long-haired & bearded man is wearing white robes and gliding, it could be an ad for Jesus.
This ad would very likely get on The Wall for AWARD School, as it’s simple & relevant to the brief. Will it resonate with customers, be memorable & ultimately drive sales? None of us can tell for sure. The proof will be whether this is a campaign that’s maintained or not.
(Also, I note there’s a bowling ball at 0:19. Nice nod, if almost imperceptible).
I usually love the work from Thinkerbell, but this makes no sense whatsover, tough brief though. What is Godfrey’s point of difference to anyone else selling vacuum cleaners?
I am late to the party here – a great deconstruct of the ‘idea’ @Needs More Bowling Ball – my critique mirrors the average viewer to be something along the lines of ‘What was all that about?’, ‘Who was that ad for?’, ‘No, I didn’t notice it…’ or probably closer to the truth, ‘What a load of rubbish!’
The summary credits list says it all. This is creative work no one wants to own up to.
Bring back the bowling ball and the bald bloke…
The fact that this is a little weird might be part of the plan…it just may get people (not just ad people) talking about “that strange ad for Godfreys’
To the people not understanding this ad, I say to you, have you ever done a days cleaning in your life? This ad is simple, easy to get, and captures that feeling you get after cleaning a room in the house.
@Get it: I wouldn’t say that no one here understands this ad; as you said, the premise is simple and easy to get.
That being said; while great ads are always simple, simplicity doesn’t guarantee an ad will be great. While it’s good to get down to the bones of an idea, you still need flesh, blood & sinew to bring it to life.
The common consensus is this ad delivers none of the following: emotional resonance, payoff for 30 seconds of attention, or a tangible & interesting link to the Godfreys brand & product. It’s lifeless in that respect.
As for @It Just Might…: you just might be right. We cannot know for sure. I’d say it would be more probable 10-15 years ago; but these days, there’s so many different things all competing for our attention.
Will people watch the full ad with undivided attention & remember it & then talk about it to their friends? I’d say it’s highly unlikely, but stranger things have happened…
Can see they took all the dollars for strat. Prod is soooo bad.