Is a kettle boiling a good ad?

Life_is_too_shortSo would you watch a kettle boiling? The weekend magazines carriedied an unusual ad.

It was a plain, unbranded address for the url Life is too short.com.au.

When you go to Life is Too Short page you simply see a video of a kettle being put on the ring, coming to the boil and kettle mumbrellabeing taken off the hob, followed by the message “Life is too short”.

Afterwards, you get offered further videos – one of a jug of water chilling in a fridge. And another of a water filter doing its thing.

Only at the end of each video do you see that the brand behind the product is the Billi home water filter system.

It’s an unusual approach, and a long way from the hard sell one would usually expect when a brand is investing in full pages of Sunday magazines. I see that they’ve also invested in paid search on Google on the phrase “life is too short”.

I suspect that the approach delivers a much smaller number of people to the website than a more traditional ad. But I also suspect that those who do make it get much more fully engaged with the message.

It’s the work of Victorian agency Cornwell Design.

Good stuff.

Tim Burrowes


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