The £2m multi-channel campaign will include advertising across TV, radio, and digital platforms including video-on-demand, alongside channel partner engagement, PR and social media.
It introduces the strapline ‘Next time label it’, and illustrates a series of comical mishaps which happen when things aren’t labelled. The TV ad, which will launch on 1st August as a 30 second spot across ITV, Channel 4, Channel 5 and Sky, was created by France-based agency Rosapark and directed by Bart Timmer.
It features a lighting technician in a circus who manages to bring down the entire production of trapeze artists, tigers and clowns by simply pressing the wrong switch.
Complimentary print ads will appear national news titles between August and October. Media planning and buying has been handled by Carat.
Inspire more people to see the benefits of labelling
Jamie-Edward Standen, Creative Director at Rosapark, said: “We knew that to inspire more people to see the benefits of labelling we needed to bring some excitement and drama to our campaign. Bart was a natural choice for us when it came to direction given his reputation for quality comedic work.
“Production was a huge undertaking. We managed to find a brilliant circus, close to Pisa in Italy, that we were able to hire out for three days of filming. Managing more than 300 people including crew, professional artists, animals, and 250 extras was a challenge, but well worth the effort.”
James Lawton-Hill, Head of Marketing at @Brother_UK, said: “We’ve had significant success in the labelling market over the past few years, but we refuse to rest on our laurels here. Using comedy in our campaign is a completely new direction for us, and one which we’re confident will pay off and maintain our position as market leader.
The new creative is bold and plays out well across multiple channels.”
Brother is currently the number one brand in the label printer market as a result of significant marketing investment over the past three years. The campaign is set to roll out across Europe later in the year.