Electronics firm Rohde & Schwarz has enlisted the BAFTA Award-winning director behind the IT Crowd, Ben Gosling Fuller for its latest ad campaign.
Devised by creative agency Iris, the series of three spots emphasis the no-nonsense, straightforward nature of the German brand’s products, especially its no-frills ‘Essentials’ range.
The films will aim to educate the audience about the key aspects of the Essentials range, humorously contrasting with an overzealous advertising director whose attempts to overemphasise each product is thwarted with genuine facts about their functionalities.
“Our Essentials product portfolio brings the high standards of Rohde & Schwarz to a more price-conscious audience. This innovative and unseen approach enables us to be bolder and more creative in the way we talk to our audiences,” Rohde & Schwarz test and measurement division head of content and campaigns, Marta Flores said.
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“The campaign reflects our understanding of our customers’ needs and humour, making it clear that our products deliver exactly what they require—no more, no less.”
Running across LinkedIn and other platforms favoured by engineers such as YouTube, Reddit and Meta, the campaign will air globally with an emphasis on the British, American and French markets.
Iris Germany ECD, Jason Andrews added: “Collaborating with Ben Gosling Fuller and his team has allowed us to create a campaign that is both creative and informative in a way not often seen in B2B communications.
“By using humour, we’re able to connect with our audience on a deeper level and highlight the practical benefits of the Essentials range in a memorable way.”
