This pool pump is smart and tough
May 27 2011, 9:56 am | | 13 Comments
Zodiac’s FloPro ePump pool pump is both smart and tough.
To communicate this, Banjo, Sydney and photographer Penny Clay created a campaign, shot entirely in-camera, that demonstrates both qualities.
The campaign will feature in lifestyle pool and outdoor design magazines, and in POS, rolling out in pool stores across Australia.
Credits:
Creative director – Georgia Arnott
Copywriter – Jonty Bell
Art director – Tessa Chong
Head of copy – Sean Larkin
Photographer – Penny Clay
13 Comments
Bravo! The two most obvious stereotypes of these two qualities you could have possibly used.
I refuse to believe this is actually real.
Tad generic?
Camera… phone… etc
If it could just say ‘pool’.
This is for a pool pump? Wow….
I like it. Stop looking at it through “advertising” eyes guys, and start trying to see it as a consumer.
They would find this interesting, quirky, and it communicates what they’re trying to say perfectly.
Thumbs up Banjo. Loving the stuff you’re doing recently.
And for all the haters, no, I don’t work there. I don’t even know anyone who does.
This doesn’t work conceptually at all.
What they’re trying to say, I think, would be that the pump is both tough and clever without compromising either attribute, yes? But what that image actually implies is a compromise. You only feel like you’re getting half of each, and so instead of doing one thing well, you’re doing two badly.
And the fact that it was all done in-camera means absolutely nothing to your average punter. I’d wager the only reason they did this is to make their inevitable award entry sounds just a bit more clever because the technique certainly doesn’t help execute the ad in any way.
Sorry Banjo.
Visual analogy.
Easy way out of cracking a communication problem.
Such a good product too..deserved more.
Next time.
What kind of harsh conditions would a pool pump come up against? What is the benefit to me as a pool owner?
A tired old idea thats been done many, many times before.
The old people split visual trick done a hundred times in the seventies.
Embarrassing.
Have i fallen asleep and woken up in the 90s?
Come on Banjo! You guys are better than this.
No, they’re not.
Two words. Student work.