Dick Smith tells Aussies to ‘Unleash Your Smith’ in a new TV campaign via IdeaWorks, Sydney
The evolution of Dick Smith’s ‘Unleash Your Smith’ campaign has launched for the first time last night, building on the brands’ 2014 campaign that saw the retailer celebrating the creator and maker in each and everyone of us.
The campaign, created by IdeaWorks, continues to celebrate old traditions, this time with a father and daughter moment at home working together to create a dolls house, with a technology twist involving Apple products.
Says Cassie Wheeler, general manager marketing at Dick Smith: “Our Unleash Your Smith campaign last year was a huge success, bringing to life the heritage of Dick Smith which has been helping everyday Aussies create and innovate for over 40 years. The campaign strengthens our position as the go-to destination for premium products that help all Aussie’s and their families create amazing things with the help of technology.”
Says Tom Hoskins, creative director, IdeaWorks: “Technology is now such a personal extension of us all, as individuals. Given Dick Smith’s ‘maker’ credentials it’s been interesting exploring how technology can also bring people together.”
The TV campaign will be supported both online and in-store.
Agency: IdeaWorks
Creative Director / Art Director: Tom Hoskins
Writer: Michael Pickering
Art Director: Ollie Beeston
Brand TVC
Production Company: Plaza Films
Director: Dave Wood
Producer: Lee Thompson
Editor: Stuart Morley
Agency Head of Content: Elissa Maine
8 Comments
What just happened there?
There was an okay idea 12 months ago with unleash your smith… But this is the worst derivative of that idea… Very cluttered.
Haterz gonna hate, nice job boys.
Nice one Hosko… Great little spot – I’m sure the punters will love it. Refreshing to see something idea driven instead of the average Apple retailer spots.
It’d be better if it was called ‘Unleash your dick’
i sure hope that’s cheap ass library music because it sure sounds like it.
The visuals were pretty average, but the music was beautiful – gave me chills!
Pugwash – We were all thinking it, you just said it