Appliances Online’s first TV advertising is an off-the-wall comic campaign that should help build brand awareness for the pure-play electricals retailer.
By agency Beattie McGuinness Bungay, the humorous campaign is comprised of two ads: one follows a befuddled employee’s first day in the absurdly over-enthusiastic work environment of the online retailer; the second provides an insight into the mind of head buyer Barry Catchpole, an employee who is amusingly obsessed with white goods.
Both ads are hilarious and in 30 seconds pack in plenty of details that reveal themselves on multiple viewings, such as a brief cameo from Ewen MacIntosh, recognisable as the character Keith from the BBC comedy The Office.
There are some genuinely laugh-out-loud lines in the ads, such as: “People say, Barry, you’re obsessed, you haven’t got a life, I say, white goods are my life.” While the line “happy badger equals happy customer” punctuates a peculiar scene with an employee ruffling the head of a person dressed as a badger.
The comedic hyperbole of the ads illustrates Appliances Online’s commitment to customer service and product while entertaining the viewer. There is no big push of price or product. The campaign only indicates the retailer’s range through the massive warehouse backdrop seen in ads and some text explaining its delivery offer.
The campaign communicates what Appliances Online’s brand represents in a clear, funny and memorable way.
Leaving no doubt, the ads end with punk rockers the Ramones echoing the retailer’s AO logo, singing “Hey, ho, let’s go”.
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