Fisher & Paykel and Alt Group have released a TVC the unveils a new range of kitchen and laundry appliances, and cements the brand's spot as a premium globally renowned brand.
The television commercial, titled 'Kitchen Perfection', is coated with elitism and highlights the brand's commitment to ‘quality without compromise’. The thirty-second spot is not in isolation and is part of a wider continuum, which sees Fisher & Paykel continue to move deeper into its position as a premium brand in the global marketplace.
The television spot is made by Alt Group, in what has been a successful eight-year relationship.
The videography is crisp and finely executed with shots including brussel sprouts falling into a pot of boiling water, coffee exert from a coffee machine and bread waiting in the oven. All components highlight the smooth and seamless process of Fisher & Paykel’s well-designed kitchen appliances.
Director of Alt Group Ben Corban says the TVC was a return to the fundamentals and places the world-leading products front and centre, and then contextualises them within a kitchen environment, to supports its position globally.
Fellow director Dean Poole says that Fisher & Paykel is continuing to cater its communication strategy to function in global markets, where television commercials are just a small part of the communication mix, alongside a retail offering, experience centers showcased in New York, Los Angeles, and Sydney, as well as its contribution to global design events.
Poole adds: “When you are entering large markets like the U.S, China or Europe you can’t just trade on your heritage or the emotional relationship that you have with a brand, you firstly have to signal to that market that you are making premium appliances.”
Asked how Alt Group showcased the quality of design in the filming process, Corban credits Fisher & Paykel as one of New Zealand's largest design teams in New Zealand, where the quality is embedded in the product itself.
“Visual brand image is an embodiment of quality, reinforcing the fundamentals, simplicity, quality, and benchmarks the quality of design.”
The TVC, which was assisted by Brewery, is part of a continuation of a bigger integrated campaign which will present a series of executions in coming months.