Colic Relief Plus
Full Length Commercial Cut
Product commercials are a staple in every marketer's toolkit. We met with Second to Mom's marketing team and developed a concept that would play for moms and dads.
This ad is designed to appeal specifically to parents who have experienced an exhausting morning after a sleepless night with a colicky baby.
The aim was to immediately identify the problem (colic) within the first five seconds for the purpose of engaging viewers, especially on YouTube, before the skip option presents itself. From there, we use comedic relatability to draw in the viewer (Hey! I’ve been there.), and then introduce the solution (Colic Relief Plus) before revealing the desired future (paradise/rest).
This film is designed to appeal to the Innocent archetype (experience paradise) & the Every-Person archetype (connect with others) by showing that they’re not the only ones who have experienced tough mornings as a result of a colicky baby.
Hero Mom Cut
This cut differs from the full-length version by focusing on the mother in the story. The marketing team identified through their research that moms were often the parent making the purchase when it came to finding solutions for their colicky baby.
The problem many moms experience is that they already feel exhausted from taking care of their baby and have little time to research solutions. We wanted to connect with moms on an emotional level without leaving them to feel helpless.
We created this cut to give the marketing team the ability to test with audiences. It leans into empathy more than the original and the dad cuts.
Hero Dad Cut
This cut differs from the full-length version by focusing specifically on the dad in the story.
The marketing team discovered through their research that dads often feel helpless when it comes to solving colic for their partner and child. They were looking for product commercials that could appeal to this demographic.
We created this cut to give the marketing team the ability to test with audiences. It leans more in the comedic direction to appeal to dads, rather than the original and the mom cuts which lean heavier into sympathetic tones.
Establishing A Brand's Personality On Film
Second to Mom was a new brand that was preparing for their first product launch. We helped them identify and develop their brand personality for film, and then we produced three separate films (including these product commercials) with seven cuts for their marketing team to use in their launch campaign.
Click the link below to view the case study for Second to Mom.