JWT New York's "let's fix dinner" campaign for Stouffer's is a gem.As marketers we tell our clients ad nauseum to appeal to emotion rather than reason. But judging by the raft of ego pieces focused on the functional, this message often falls on deaf ears.
A campaign like this is remarkable for its rarity. It reminds us how hard the act of differentiating truly is. This campaign seeks to engage and inform -- speaking to us, not at us. This is a refreshing change from the status quo which is summed up magnificently by Hugh MacLeod -- "You talk to people the way advertising talked to people, they'd punch you in the face."
In this age of commodified abundance, brands MUST bring a unique perspective to the category they're in. Don't just convince us to buy your stuff, inspire us to WANT to use it.
Stouffer's isn't just selling us microwaveable dinners. They are reminding us of some long forgotten home truths about this institution we call dinner. They are teaching us that dinner can, and should, make our lives better. A nugget of information that we can probably live without, but one that certainly enhances the meaning of the product they sell.
Nothing new here, but it goes to show that if a brand truly wants to seek to be irreplaceable among its raft of competitors, it must bring a unique and inspiring perspective to their product or service offering.
