Integrated agency MUH-TAY-ZIK | HOF-FER launched a new campaign for household goods brand OXO entitled “Tested on Humans.”
The campaign is centered around a series of digital spots promoting the brand’s Illuminating Digital Hand Mixer, GreenSaver Produce Keeper, 9-Cup Coffee Maker and Conical Burr Grinder. Each of the ads features a mock study on “humans” delivered with a dryly humorous tone. In “Digital Hand Mixer,” the narrator notes that “subjects repeatedly utilize self-standing functionality” while “some report LED light highly intriguing” and “increased delight” leading to “ambitious mixing.” Other spots focus on how the subjects are amazed at how fresh food stays with the Greensaver Produce Keeper, while care must be taken not to overindulge with the 9-Cup Coffee Maker and Conical Burr Grinder. Each of the spots ends with text “Tested on Humans” and audio confirming the product was “approved.” The campaign, which marks OXO’s largest advertising initiative since 1996, launched today in the Boston and San Francisco markets and will feature OOH, audio, influencer, and paid social components supporting the digital ads.
“OXO only makes a product when they know they can bring a meaningful improvement to the marketplace,” explained MUH-TAY-ZIK | HOF-FER co-founder and director of strategy Matt Hofherr. “How do they know? They observe human behavior very closely. Their obsession for getting it right was the inspiration behind our campaign.”
“At OXO we make a lot of house calls. We watch how consumers interact with products and identify opportunities to solve common pet peeves as well as those that people didn’t even know they had,” added OXO senior brand communications manager Lindsay Mecca. “Our ‘question everything’ philosophy is how we are able to continuously develop solutions that really do make everyday living easier.”
Credits:
Agency // MUH-TAY-ZIK | HOF-FER
EXECUTIVE CREATIVE DIRECTOR: John Matejczyk
EXECUTIVE CREATIVE DIRECTOR: Jay Berry
DIRECTOR OF STRATEGY: Matt Hofherr
ASSOCIATE DIRECTOR OF STRATEGY: Rachel Gold
HEAD OF PRODUCTION: Michelle Spear Nicholson
PRODUCER: Molly Hayes
COPYWRITER: Mike Gallucci
ART DIRECTOR: Stevan Chavez
ACCOUNT DIRECTOR: Noel McKenzie-Johnson
DIRECTOR OF MEDIA: Eric Perko
MEDIA STRATEGIST: Katie McKinley
Production // BULLITT
DIRECTOR: Fred Goss
DP: Matthew Woolf
EXECUTIVE PRODUCER: Luke Ricci
PRODUCER: Melissa Murphy
PRODUCTION SUPERVISOR: Adam Bergey
Editorial // CUT + RUN
EDITOR: Andy Green
EXECUTIVE PRODUCER: Deanne Mehling
ASSISTANT EDITOR: Russel Fong
PRODUCER: Samantha Liss
COLORIST: Chris Martin
Audio // ONE UNION RECORDING
SR. ENGINEER: Andy Greenberg