invisibobble, for hår
Hero Video: Concept, Strategy, Art Direction
invisibobble® is the revolutionary spiral hair tool that has a strong grip and is completely traceless when you remove it from your hair. Regular hair ties never saw it coming.
The objective: Create a video to drive brand-awareness (measured by a Facebook brand lift study) and brand-recognition in-aisle. This video should keep invisibobble top of mind in the hair-accessories category in the US market.
The hidden task: “Invisibobble” as a brand name makes sense in Europe where the product originated, because the word “bobble” can mean hair tie, and “invisi” refers to the product’s invisible nature. However, in the US… this name is a bit long, confusing, and can get lost in translation. How can we turn this potential weakness into a huge strength, while cementing brand awareness?
The solution: Inspired by perfume commercials, notorious for sultry, breathy murmuring of a product’s name (think: J’adore Dior), we created this self-aware parody of these over-the-top commercials where women demonstrate the product’s use case via cool hairstyles and product interaction while mispronouncing the brand name. We repeat the brand name (incorrectly) over and over AND over again, hooking the viewer in to try to figure out what they’re trying to say, while also getting the actual name stuck in their head.
If someone didn’t know how to pronounce the brand name, they’ll sure know it now.
