The situation becomes critical (and humiliating) when Steph is stuck on the toilet with no bath tissue and guests/relatives arriving for a visit. Her only option is to use the nearest monogrammed towel—sorry, Jordan!
“With attention being so fractured, it’s important for us to find a creative way to connect with consumers,” Rob Lenois, chief creative officer at VaynerMedia, told ADWEEK. “We created ‘The Unraveling’ in this format because it’s how consumers want to engage with content—you are watching a movie, yet it does the lift of what a traditional ad needs to communicate.”
Relatable problem
Marketing in the category is usually heavy on euphemisms, with few companies coloring outside those lines. Kruger Products, a consumer packaged goods giant in Canada, has challenged that practice with a gritty campaign called “Unapologetically Human” from Broken Heart Love Affair. And Andrex in the U.K. is also trying to bust taboos with its FCB-created “Get Comfortable.”
Scott, meanwhile, pulled from research that found “most consumers were frustrated that their products weren’t lasting long,” according to Smith. It’s a short hop from there to “The Unraveling,” playing on that consumer insight and taking it to a cringey level.
With the new cautionary tale, Scott hopes for a repeat of the “overwhelming amount of positive consumer sentiment” and engagement it got from “The Clogging,” per Smith, where consumers overshared their own hair-raising stories on the brand’s social channels.
“The Unraveling” will air on YouTube and other digital platforms.
Source link
