CHICAGO, May 11, 2015 /PRNewswire/ -- DigitasLBi, a global
marketing and technology company, unveiled its latest 60-second
spot, titled "Dad & Andy," for Whirlpool Corp., highlighting
the sometimes-bumpy-but-always-fulfilling life of a single father.
"Dad & Andy" further articulates the brand's story of Every
day, care™, which reflects the daily sacrifices we make, big and
small, for those we love.
Andy's dad is far from alone. More than 2.6 million households
in America are headed by a single father, up from 300,000 in 1960
(Pew Research Center). That's a nine-fold increase -- and it's
still on the rise.
"Rather than focus on features and technology, we are
depicting the reality of everyday life," said Morgan Carroll, executive creative director,
DigitasLBi. "Cooking, cleaning, and washing clothes can often feel
like thankless tasks. With 'Dad & Andy,' we wanted to show the
significance of this everyday care, specifically amongst the
growing population of single fathers.
"We used written notes to carry the story, because they're
something everyone can relate to -- and there are few things more
special to a parent than a handcrafted expression of gratitude. As
a father myself, it's reassuring to know that not only are these
chores valuable, but in those rare and quiet moments, they are also
appreciated."
In tandem with "Dad & Andy," DigitasLBi and Whirlpool
premiered "Finding Time." It takes the brand idea of Every day,
care™, and shows how the challenge of finding time for a working
parent is translated into why Whirlpool developed its Frozen Bake™
technology for the slide-in range.
DigitasLBi launched Every day, care™ with Whirlpool in
October 2014, linking the everyday
care made possible by the Whirlpool brand of products to the value
of the everyday care we give our families. The campaign shows how
every act of care, no matter how big, small, or monotonous, has a
significant positive effect on the people we love. Every day, care™
is breaking appliance-category conventions by bringing emotion,
relevancy, and authenticity to a category that has historically
depicted cold metal products and an unrealistic lifestyle.
Since Every day, care™ launched last fall, the brand has seen
lifts in preference (+2 pts), purchase intent (+2 pts), and market
share (+2 pts); source: TraQline.
As Whirlpool's agency of record, DigitasLBi is responsible for
all above-the-line creative, digital creative, media planning,
technology (website development and maintenance, including digital
products and services), user experience, creative strategy, project
management, and data strategy and analysis.
"The brand-building journey between Whirlpool brand and
DigitasLBi has been nothing short of inspiring," said Jon Hall, senior brand manager, Whirlpool.
"DigitasLBi has responded with courage and boldness in our effort
to create a stronger, more meaningful connection with consumers for
the Whirlpool brand and home appliance category. They have been our
partner throughout this process, and they truly are an invaluable
extension to our marketing team."
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CREDITS
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Chief Creative
Officer: Ronald Ng
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EVP, Executive
Creative Director: Morgan Carroll
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SVP, Group Creative
Director: Mike Frease
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VP, Creative
Director: Jeremy Bacharach
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Associate Creative
Director: Chris Jansma
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Senior Copywriter:
Robyn Tennenbaum
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Executive Producer:
Greg Lederer
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Senior Producer:
Jennifer
Passaniti
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EVP, Account
Management: Chris Reed
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VP/Group Account
Director: Andrea Kroll
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Account Director:
Kristine Kobe
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Copywriter: Samantha
Bordignon
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Photographer/Designer: Arnaud Uyttenhove
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Production Company:
Caviar
Content
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Director: Arnaud
Uyttenhove
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Director of
Photography: Chayse
Irvin
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Executive Producer:
Kim Dellara
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Line Producer:
Bernard Rahill
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Editing House: Beast
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Editor: Angelo
Valencia
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Producer: Lauren
Roth
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Music House:
Genuine
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Composer: John
Ferreira
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Sound Design:
Particle
Audio
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Sound Designer: Katy
Mindeman
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Audio Mix: Particle
Audio
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Mixer: Katy Mindeman
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About DigitasLBi
DigitasLBi is a global marketing and technology agency that
transforms businesses for the digital age. We help companies of all
shapes and sizes decide What's Next... and then we take them there.
Also a top-ten global agency, DigitasLBi is comprised of 6,000
digital and technology experts across 40 offices in 25 countries
worldwide. DigitasLBi is a member of Publicis Groupe [listed on the
Euronext Paris Exchange — FR0000130577 — and part of the CAC 40
index] is the world's third-largest communications group. With
approximately 60,000 professionals spanning 108 countries on 5
continents, Publicis Groupe offers local and international clients
a complete range of communications services. Website:
www.publicisgroupe.com
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SOURCE DigitasLBi
