編輯：Ramble

通常情況下白家電的廣告訴求大多停留在大小、功能等質(zhì)量要素上，卻很少關(guān)注消費(fèi)者在消費(fèi)這些產(chǎn)品時的情緒和情感，家電有時候是一種傳遞情感的載體，這個為伊萊克斯家電產(chǎn)品創(chuàng)意的idea正是洞察了這點。

它為我們呈現(xiàn)的家電就像你的家人、朋友一樣，給你帶來更好、更有趣的用餐心情，讓你盡情享受家庭的溫暖、友情的美妙等等。這些，才是家電產(chǎn)品在實用功能之上的最真實、是最終極的利益。用生活的熱忱和美好，而不是復(fù)雜的科技和功能打動你。

整個片子剪輯很棒，一張桌子不斷的在實景與漫畫之間穿插與承接，讓人看的心情愉悅。。

The idea of the campaign is to take a category that people care very little about and inject it with emotional meaning. Typically, white-good manufacturers talked about features like cooking temperatures, sizes and capacity. Instead we wanted to talk about what these objects help the consumer to deliver. Fun mealtimes, family warmth, magical moments with friends. These are the real end benefits. It was about shifting the conversation from things the consumer doesn't care about to those things they do.


Agency: Lowe Brindfors
Executive Creative Director: Basil Mina
Creative Directors: Steven Hanratty, Hakan Fagerstedt
Writer: Steven Hanratty
Art Director: Hakan Fagerstedt
Exec Producer (Agency): Mark Baughen
Account Directors: Peter Preisler, David Boscawen
Strategic Planning: Annika Rehn, Bert Moore

Director: Mehdi Norowzian
Production Company: Joy @ RSA
Producer: Chris McBride

Editor: Alex Hagon
Editorial: Arcade Edit

Visual Effects: Smoke and Mirrors
Flame operator: John Berridge

Music: "Roll The Dice"
Artist : Sara Schiralli