Smart shopping start-up Bother launches debut TV campaign
The spot was directed by Arthur Studholme and produced by Pulse Films.
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The campaign Break free from your cupboards, created by Hearts & Minds, marks a significant step up in marketing for the B Corp business, off the back of brand growth doubling every 45 days and successful fundraising of $12m to date with Hoxton Ventures, the investment firm that backed Deliveroo early on.
The campaign highlights the persistent feeling of never-ending domestic obligation to keep our homes topped up with the various things that keep running out, and shows how using Bother stops your cupboards from ‘controlling your life’.
The centrepiece 30 second spot brings the cupboards themselves to life, as needy but likeable characters in a young couple's home. We see our young couple being hounded and chased by the cupboards as they call out for different top ups, culminating in a shot of the lead, Chris, being chased across a vista by a collective of cupboards as they call out for Oat Milk and facial moisturiser.
Credits
powered by
- Agency Hearts and Minds/London
- Production Company Pulse Films/London
- Director Arthur Studholme
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Credits
powered by
- Agency Hearts and Minds/London
- Production Company Pulse Films/London
- Director Arthur Studholme
- Editing The Assembly Rooms
- Post Production Coffee & TV
- Audio Post/Sound Design Pitch & Sync
- DP Aidan Bryan
- Production Designer Ellen Amman Johns
- Design Director Kylie McLean
- Producer Caz Spencer
- Executive Producer Lucy Kelly
- Producer Ben Burdock
- Editor Joseph Taylor
- Executive Producer Dionne Archibald
- Colorist Katie Dymmock
- Sound Designer Ben Hauke
- Creative Director/Creative Andy George
Credits
powered by
- Agency Hearts and Minds/London
- Production Company Pulse Films/London
- Director Arthur Studholme
- Editing The Assembly Rooms
- Post Production Coffee & TV
- Audio Post/Sound Design Pitch & Sync
- DP Aidan Bryan
- Production Designer Ellen Amman Johns
- Design Director Kylie McLean
- Producer Caz Spencer
- Executive Producer Lucy Kelly
- Producer Ben Burdock
- Editor Joseph Taylor
- Executive Producer Dionne Archibald
- Colorist Katie Dymmock
- Sound Designer Ben Hauke
- Creative Director/Creative Andy George
The TV spot was written by Andy George, founder of Hearts & Minds, and is directed by Arthur Studholme, of Pulse Films.
The campaign will run in London for 6 weeks from 21 April 2022, through Channel 4 and the wider All 4 portfolio. The TV campaign is running through Channel 4’s Greenhouse Fund, an initiative that offers UK SMEs that have never advertised on TV before match-funded commercial airtime across the broadcaster’s portfolio.
The TV spot will be supported with out-of-home ads on TFL, direct mail, digital and social media. It launches a new creative platform for this ambitious brand, with much more still to come.
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