Dick Smith Electronics launches new ‘Unleash Your Smith’ brand campaign via IdeaWorks
The maker culture inherent in Dick Smith’s history has been re-invigorated with a new campaign by IdeaWorks.
‘Unleash Your Smith’ nods its head to the second half of the brand’s name by celebrating the old traditions of ‘smiths’ with a modern technology twist, appropriately repositioning Dick Smith for the now and tomorrow.
This maker culture is as relevant today as it has always been. From yesteryear’s goldsmiths and blacksmiths to today’s Word-Smiths and Beat-Smiths, there is a smith in us all bursting to make something.
Along with an integrated campaign, IdeaWorks has also created a series of short films that celebrate the maker culture – the smiths out there in their suburban garages, basements, sheds and lounge rooms. The videos explore a series of real-life Makers, their passion projects and their stories that unfold.
The ‘smith’ categories also inform the product segmentation in Dick Smith communications, for example Fit-Smith for wearable technology products and Beat-smith, for audio products.
Says Tom Hoskins, IdeaWorks’ creative director: “Many great tech stories started in garages, and Dick Smith is no different. Maker culture doesn’t just make up half their name, it’s embedded in Dick Smith’s DNA.”
The campaign launched on Sunday evening.
Agency: IdeaWorks
Creative Director / Art Director: Tom Hoskins
Writer: Michael Pickering
Art Director: Ollie Beeston
General Manager: Monika Vidovic
Brand TVC
Production Company: Plaza Films
Director: Dave Wood
Producer: Lee Thompson
Editor: Stuart Morley
Agency Head of Content: Elissa Maine
Maker Videos:
Production Company: Dakota Media
Director: Adam Marsden
Producer: Nick Price
Agency Producer: Joanne Johnston
Makers: Malcolm Faed, Alex McClung, Tom Hetherington & Ben Jancovich
22 Comments
Segway guy is a legend.
Great insight. Aussies are tinkerers and it’s great to showcase some of these awesome inventions. I love it.
Nice idea – feels like a gigantic leap from their wall-to-wall offer stuff. Well done.
… unleash your Dick.
Nice simple content marketing piece that feels right on brand for DS. Segway guy was rad.
I bet there was some great “unleash your d@ck” conversations going down… Fun parody maybe?
They’re a cheap retailer.Nothing more ,nothing less.This is pretentious trying- to- be -a -brand crap.FAIL!
Nice, simple, believable content marketing.
Bet some epic chats around “unleash your d!ck” went down in the making of this… parody series maybe?
I like this.
The line is rubbish…
Strategy alone does not equal decent creative work.
Looks like a couple of planners sat down with a half decent director and made a few films.
I like the idea – just not the whole “Come on Australia” thing.
Great work.
Reminds me of the Dick Smith of the past, with bits and bobs, not colour TVs. Segway guy reminds me of one of my old schoolmates (and Honey I Shrunk the Kids).
Line’s sweet too. Though sweeter before seeing the 30″.
Congrats Tom and the team.
unleash poor thinking
Nice one Tom and team…
I saw this on the telly the other night. Genuine insight, simple idea, executed well. Good to see Dick Smith doing some interesting brand work.
P.S. Malcom’s killing it.
I agree with ‘Seriously’.
Clucky copy and end line that just doesn’t resonate.
Like
Good strategy.
come on! that’s decent, good work. Well done idea werx
It’s interesting they’re going back to their core brand after years of trying to be an electrical goods retailer. Especially given they pretty much got rid of all their parts division and rolled Tandy into them.
Great strategy but good luck delivering on it – I couldn’t even find a capacitor to change the tone of my speakers the last time I went there – for non audiophile nerds, that’s basic level parts. They might sell soldering irons, but nothing else.
Shame, because they could have a real niche here.
Good work Tommo and team. Good job dickhead comments. Keep em comin.
Didn’t realise some of the people on this ad had done what they had… Not often a TV ad contains factual information. Anyone know who the “fitsmith” blonde chick is?
Very cute!
When I First saw the ad on tv, in NZ, I thought it wasn’t bad, until I became aware that it was also shown in Aussie referring to Aussie Smiths.
Typical marketing ploy using a load of bull trying pander to their gullible audience.
UNLEASH YOUR DICK is better