500 Years Later, the hero spot · 24s
“Three audience truths built the campaign: they binge civilization-collapse stories (The Last of Us at 11x the average American), they carry real plastic guilt (Environmental Defense Fund support at 9x the norm), and they are too educated to preach at (four in ten hold a bachelor's degree). Meanwhile the tracked competition runs coupons and chemical fear, one BOGO ad up 291 days, leaving entertainment as empty ground.”
15 slides
Slide 7 of the brief
The prompt that opened the session, typed by our team: "I want you to create the most insane ad you can think of to basically go viral."
Tru Earth is fourth in its own consideration set. Among the ~9M US consumers most likely to buy laundry detergent sheets, Seventh Generation reaches 45.74%, Blueland 38.73%, Earth Breeze 32.8%, and Tru Earth 28.33%. So this is a switcher play: these people already buy eco cleaning from someone else.
Kartel's consented clickstream dynamically monitors the digital behavior of over 30 million American consumers. Our opt-in software tracks the online journey, giving instant access to purchase data, e-receipts, demographics, behavior, geo-location and more.
They already buy eco cleaning from someone else: Seventh Generation reaches 45.74% of them, Blueland 38.73%, Earth Breeze 32.8%. Switchers, not category novices.
The category argues with coupons and fear; this campaign entertains in the audience's favorite genre and lets the plastic jug do the arguing. No competitor could run this ad credibly: their product ships in the jug the campaign villainizes. The eco payoff lands without preaching because the audience connects "jug lasts forever" to "sheet leaves nothing behind" on their own, which is the only way a 173-index college-educated audience accepts a sustainability message.