Brother | Next time label it | 2017
You can see the punchline coming, but it's still fun to watch / Brother "Next time label it"
This is the over-the-top "what if you didn't have it" style of ad: show what happens without labels. You can tell where the chaos is headed the moment it starts, but it's still a lot of fun to watch.
The problem
Brother is a Manchester-based global manufacturer working in communications, printing, and document management. Together with Rosapark, the agency they newly selected after a pitch, they launched this as an international campaign built around their "P-touch" line of label printers.
The insight
The benefit of a label is something you can grasp visually, in other words, you understand it the moment you see it. That's exactly why exaggerating what happens without one works so well as a punchline. It's simple enough that even kids watching would get it.
The idea
In an office, nobody can find the label printer, and total chaos breaks out. No one can tell which cable is which or what any of the switches do, and pandemonium ensues.
What happened
The campaign rolled out as a full 360-degree effort covering TV, radio, social media, and in-store promotion, and was released across 27 countries in Europe.
Afterthought
No complaints here. It gets the product's selling point across simply and enjoyably. I'd love to see more ads like this.
