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Kaercher – Two Buttons

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Minimalist art/fashion films and home chores aren't normally the most natural of bedfellows, but in this fun campaign for Kärcher the match is a witty wonder.

Encouraging people to Bring Back the WOW, agency antoni and director Ruben Riermeier have created a series of deadpan spots the celebrate entertainingly basic functionality with excitable copy that's at odds with the imagery.

Alex Petrache, Creative Director Copy of the campaign, explains how it all started: "When another vacuum cleaner brief came across our desks, my CD colleague Kirsten and I asked ourselves: how can we have fun with this? And to poke fun at the fact that we were staring at a hoover briefing, we ironically mentioned, "WOW, it's got two buttons." What started as a laugh ended up being one of our claims."

"Not every brand dares to laugh at itself," notes Matthias Schmidt, Chief Creative Officer of antoni. "It takes courage to be that confident. We're delighted to have such a brave client on our side, who cheered us on to the end and celebrated the result as much as we did."

"To counter the slapstick overacting of the usual cleaning commercials," adds director Riermeier, "we opted for minimalism in gestures and facial expressions. In the interplay of set, styling and subtle action, we were able to create an aesthetic world of humorous sophistication."

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