The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

August 1, 2014 | 2 min read

Brother UK is embarking on a £2m multi-channel marketing campaign to promote sales of its label printers.

Covering TV, radio and digital platforms including video-on-demand, the campaign introduces the strapline ‘Next time label it’ as series of comical mishaps take place due to things not being labelled.

James Lawton-Hill, head of marketing at Brother UK, commented: “We’ve had significant success in the labelling market over the past few years, but we refuse to rest on our laurels here. Using comedy in our campaign is a completely new direction for us, and one which we’re confident will pay off and maintain our position as market leader. The new creative is bold and plays out well across multiple channels.”

The 30 second TV ad, created by French agency Rosapark and directed by Bart Timmer, will debut tonight (Friday 1 August) on ITV, Channel 4, Channel 5 and Sky and features a lighting technician in a circus who manages to bring down an elaborate production filled with trapeze artists, tigers and clowns by pressing the wrong switch.

Jamie-Edward Standen, creative director at Rosapark, added: “We knew that to inspire more people to see the benefits of labelling we needed to bring some excitement and drama to our campaign. Bart was a natural choice for us when it came to direction given his reputation for quality comedic work.

“Production was a huge undertaking. We managed to find a brilliant circus, close to Pisa in Italy, that we were able to hire out for three days of filming. Managing more than 300 people including crew, professional artists, animals, and 250 extras was a challenge, but well worth the effort.”

Supporting PR and social media activity will also run as part of the £2m investment with complementary print ads to appear in national news titles between August and October. Carat is handling all media buying and planning for the campaign.

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