When it comes to advertising a product where all the innovation and development has been done and all your competitors have been on a similar journey and ended up with a similar product, you're going to need to be distinctive as differentiating is effectively impossible. John Guest has a push fitting that works much like any other. How could we engage a trade audience who knew these fittings existed and took them for granted? Ho could we influence them to choose JG Speedfit over a competitor?
Push fittings are a clever solution to a time consuming task. The smart thinking was in the development. Virtually anyone could fit one after all it's not rocket science. But hold on. What if we made it out to be? Bring on the astronaut!
Art Direction
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