Chattanooga, Tennessee-based creative agency Fancy Rhino launched a campaign for Torch, “a router with simple parental tools that will focus on content filtering, time management, and reporting.”
If you like double entendres, this is the campaign for you. A 60-second spot plays on terms like “blue balls,” “tossed salad,” “pearl necklace” and “happy ending” which could lead to a pretty unpleasant situation for children searching those words. “Remember when playing around with blue balls wasn’t painful?” asks the voiceover at the beginning of the spot, over footage of a girl playing with, uh, blue balls. The spot goes on to mention “when a tossed salad, well, was just a salad.” Kids are still innocent, the ad points out, “it’s adults who aren’t.” This presents problems for parents who want to prevent “things you don’t want your kids to see” from showing up online, or “battles over when to turn it off.” Fortunately, Torch can give you a happy ending, as the router provides solutions to both problems. “If this isn’t what you get when your child searches for ‘pearl necklace’ online,” the spot concludes, “you need a better internet,” followed by tagline, “The Right Click.”
The spot launches today, along with a pair of 15-second spots, “Pearl Necklace” and “Tossed Salad.” It marks the agency’s foray into brand building, as Torch has tasked the agency with building its brand identity from scratch, headed by former McCann Worldgroup executive vice president and global executive creative director Vann Graves, who serves as Fancy Rhino’s president and chief creative officer.
Should Fancy Rhino choose to pursue the same direction further, there are plenty of terms they could choose to go with, such as “truffle butter,” “hot dogging” and “lemon party.” Any other suggestions?