DigitasLBi Highlights Every day, care™ for Single Dads in Whirlpool's New "Dad & Andy" TV/Digital Spot
Recognizes the 2.6 Million Single-Dad Households In America
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."
| CREDITS |
| Chief Creative Officer: Ronald Ng |
| EVP, Executive Creative Director: Morgan Carroll |
| SVP, Group Creative Director: Mike Frease |
| VP, Creative Director: Jeremy Bacharach |
| Associate Creative Director: Chris Jansma |
| Senior Copywriter: Robyn Tennenbaum |
| Executive Producer: Greg Lederer |
| Senior Producer: Jennifer Passaniti |
| EVP, Account Management: Chris Reed |
| VP/Group Account Director: Andrea Kroll |
| Account Director: Kristine Kobe |
| Copywriter: Samantha Bordignon |
| Photographer/Designer: Arnaud Uyttenhove |
| Production Company: Caviar Content |
| Director: Arnaud Uyttenhove |
| Director of Photography: Chayse Irvin |
| Executive Producer: Kim Dellara |
| Line Producer: Bernard Rahill |
| Editing House: Beast |
| Editor: Angelo Valencia |
| Producer: Lauren Roth |
| Music House: Genuine |
| Composer: John Ferreira |
| Sound Design: Particle Audio |
| Sound Designer: Katy Mindeman |
| Audio Mix: Particle Audio |
| Mixer: Katy Mindeman |
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
Video - https://www.youtube.com/watch?v=PQId1pJPXVE
Logo - http://photos.prnewswire.com/prnh/20130319/PH79546LOGO-b
SOURCE DigitasLBi
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