Aprilaire: IT'S NOT THE HEAT, IT'S THE HILARITY

AGENCY: Lindsay, Stone & Briggs/Madison, Wis.
CD/COPYWRITER: Harvey Briggs
ART DIRECTOR: Ron Brant
AGENCY PRODUCER: Julie Herfel
PRODUCTION COMPANY: White Rabbit/Mulvaney Films, Madison, Wis.
CLIENT: Research Products Corp., Madison, Wis.
That static shock you can get from a table lamp in dry air won’t hurt you . . . unless it’s the mega-volt zap delivered to the poor soul in Lindsay, Stone & Briggs’ spot for Aprilaire humidifiers.
‘You can’t see dryness,’ said creative director Harvey Briggs. ‘It’s about as far from top-of-mind as you can get, so we had to really exaggerate to dramatize the harm dry air does to you and your home.’
The 30-second spot has a ‘classic problem-solution structure,’ said Briggs.