|Story|| Shark comes on growling in a new commercial from agency Madras Brand Solutions. The 30-second spot for Shark’s new freestanding, cordless vacuum (the Shark® IONFlex™ 2X DuoClean® Cordless Ultra-Light Vacuum) intones muscle car ads and dramatizes the action as the Shark eats its way through a slew of debris such as candy, aquarium rocks, and dirt.
“This is next gen demo advertising, in your face like the Seventies salesman who would dump a pile of debris in your living room to prove his vacuum’s worth,” said Bill Davaris, co-chief creative officer of Madras. “This vacuum is like a new car engine that changes the automobile altogether. Rather than show a demo as proof, like competitors do, we made the demo the hero so it’s part of the brand personality.”
With this new voice, Shark takes on category branding in the same way it has challenged category technology – boldly, directly and unapologetically. High-quality products and innovative marketing have made Shark the market leader in upright vacuums in the U.S (based on Dollar Sales NPD POS 6/16 – 5/17) in just a few years. In particular, Shark has made an everyday commitment to infomercials, so Madras embraced the DNA to stand apart from the smooth lifestyle portraits that typify competitors’ commercials.
“Shark is a performance brand, and we’re built on direct response where you have to be bold to be bought,” said Patricia Cho, vice president, brand marketing for Shark. “We strive for innovation in our products, so it makes sense for our advertising to do the same. We’re introducing excitement to a subdued category.”
To heighten the visual drama, Madras enlisted The Marmalade, which used the same robotic arm-held Spike camera that has allowed them to produce dramatic angles in commercials for such brands as SmartCar and Braun. The result is an intense close-up on the mechanical action that’s unique to the Shark products.
The spot is airing on primetime network and cable programs. In addition, Madras is working with Facebook to create 5-, 10- and 15-second versions for the platform.
“We’ll create in a constant state of BETA,” said Andrew Ladden, co-chief creative officer at Madras. “This way we can capitalize on what’s moving the audience as the campaign evolves.”|