The Web Marketing Association is proud to present this 2016 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Home Building Online Video
In the crowded world of faucets, messaging aimed at differentiating one faucet from another often washes over consumers. High end competitors liken their faucets to jewelry that makes a statement about a homeowner, allowing these brands to charge a lot of money for what amounts to a metal water tube with a handle. Pfister, whose primary consumer is the first time homeowner or budget-conscious DIY'er, strives to deliver the style and quality of brands like Kohler, Moen and Delta at lower prices, while offering necessary product innovation.
Our goal was to reveal a major advancement in faucet technology -- a first-of-its-kind partnership with water filtration leader GE that allows control over when tap water is purified, and that delivers clean water faster than any other filter. In a self-deprecating piece that pokes fun at competitors' uptight ads, our narrator -- an unqualified pseudo-scientist -- describes Pfister's solution for those desiring both high water quality and affordable stylish kitchen appliances.
“Scientific Pronunciation”, our ad for Pfister's Xtract faucet, explains how this faucet removes gunk from water in a way that mocks the luxury ad format embraced by Pfister's aforementioned competitors. Employing language like “wawa” (water) and "jobbies" (contaminants) to highlight the way Pfister’s Xtract system purifies water in a satirical voice, we communicate the virtues of the brand’s technology and demonstrate that the Pfister Xtract boasts both beauty and brains.
Since its launch in October 2015, “Scientific Pronunciation” was featured in Adweek by Editor Tim Nudd and has garnered over 90,000 YouTube views.
Contributors:
| Brand Manager, Pfister : | Danyel Tiefenbacher |
| Assistant Brand Manager, Pfister: | Philip Hering |
| Writer, Director: | Nate Smith |
| Creative Director: | Nick Lange |
| Producer : | Val Chepurny |
| Art Director: | J.C. Molina |
| Director of Photography: | Topher Osborn |
| Editor: | Liam White |
| Colorist: | Kelly Reese at Deluxe |
| Mixer : | Tom Boykin |
NURTURE DIGITAL
Website: www.nurturedigital.com
Location: United States
About the Agency:
Nurture is a leading digital creative agency. We work with brands and agencies to create, produce and distribute online video and broadcast commercial campaigns. We specialize in strategy, execution, distribution and performance measurement, and pride ourselves on a highly creative, collaborative and cinematic approach. Based in Los Angeles, we have an in-house team of directors, strategists, producers, designers, editors and animators who are dedicated to ensuring our client’s vision is realized on brief, on time and on budget.