California Shutters: Easy, Like a Californian

Launch the debut TV advert for California Shutters, bringing their brand to new audiences and showcasing the cost-saving and DIY-friendly benefits of their product.

‍Challenge

‍To dispel the myth that installing shutters is difficult, while highlighting the financial advantages of choosing California Shutters. The advert needed to strike a balance between showcasing the product’s style and ease of installation, and doing so in a way that was both engaging and memorable.

‍Insight

‍California Shutters’ unique selling point lies in its combination of high-quality products and the ability for customers to save money through DIY installation. By addressing fears about DIY and promoting the brand’s extensive resources and support, we could position California Shutters as a confident, approachable market leader.

‍Creative Strategy

‍Develop a light-hearted, 30-second TV advert featuring Mr California, a laid-back and confident presenter who embodies the brand’s ethos. The advert highlights the simplicity of ordering and installing shutters, as well as the brand’s wide range of options. Shot in and around Bristol, the production design and lighting were carefully crafted to showcase the shutters’ style and versatility while maintaining a playful and approachable tone.

‍Results

‍A lively and engaging advert that effectively conveyed the ease and affordability of California Shutters. By presenting the DIY process as fun and accessible, the campaign successfully addressed potential customer concerns and reinforced the brand’s position as a market leader. Michael Wright, the director of the advert, shared his experience: “With California Shutters it was important to express the ease and flexibility of the product but also the great look of the shutters which we achieved through the lighting and the production design. Of course, it’s not every day I have to ask the actor to climb in through the window of the set but, at least he was able to catch the tape measure!”