Stuttgart – Subverting the often staid realm of domestic cleaning products, German company Kärcher is poking fun at itself with its Bring Back the Wow campaign. Taking a deadpan approach, the ad shows a group of well-dressed actors demonstrating the most ordinary features of the new Kärcher VC 6 Cordless Premium model.
With a tagline stating ‘Under the couch. Around the couch. Wow,' the campaign mocks the overly technical rhetoric often used to promote new products. Instead of leaning into tired tropes, Kärcher is broadening its appeal by taking an understated route. The actors, dressed in bright colours and lush textiles, also help lend a veneer of gloss to the unglamorous act of hoovering.
By rejecting the needless fanfare that surrounds new product launches, the company is tapping into the rise of Anti-authenticity Marketing. ‘Not every brand dares to laugh at itself,’ explains Matthias Schmidt, chief creative officer of Antoni.
Strategic opportunity
To appeal to younger audiences, consider the impact of tongue-in-cheek campaigns. Distrustful of traditional advertising techniques, this demographic responds positively to irony