Home appliance retailer Hhgregg is hoping that its latest campaign will cure shoppers of “FOBO,” or “fear of better options.”
Voted by readers as US Creative Work of the Week, the campaign positions the retailer as a one-stop-shop for anyone on the hunt for home appliances and electronics, providing consumers with “unmatched selection, service and price.”
In a two-minute film that parodies cheesy pharmaceutical commercials, a woman cries in a therapist’s offices while she explains that she can’t eat or sleep and is feeling irritable. Taking a not-so-subtle dig at Home Depot, the therapist diagnoses her patient with FOBO when she finds out that the woman recently bought a washer & dryer at “The Home Improvement Store” and recommends Hhgregg as the cure.
A brand spokesperson then tells viewers that Hhgregg “works instantly to eliminate your fears, restoring confidence and peace of mind,” with side effects including “excessive twirling” and “awkward chest bumps.”
Florida-based Zimmerman, the agency behind the campaign, said that the idea for FOBO came from research that found that “millennials currently experience feelings of fear that better options may exist elsewhere,” according to 2014 research from Compare Metrics and the E-Tailing Group.
“This work not only pushes the boundaries of where appliance advertising has gone in the past, but also paves the way for greater growth within the category,” said Jordan Zimmerman, founder and chairman of Zimmerman, in a statement.
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