Wynstan with a Y is getting sun smart for this year's upcoming summer with the help of creative agency Paper Moose.
The campaign, released in September this year, showcases the simple but effective touches that are keeping Mr Wynstan’s home cool this summer.
The campaign follows Mr Wynstan as he prepares to greet his family for Christmas lunch on the patio. Throughout an intimate tour, audiences see how Wynstan’s range delivers respite and keeps homes cool in sizzling Aussie sun.
The new campaign is live on free-to-air TV, BVOD and online.
Sarah Fischer Letts, head of content solutions at TotallyAwesome, highlights the brands signature pink colour, washed and weaved throughout the campaign as a standout feature of the traditional brands promotion, whilst stepping into a contemporary era of advertising for modern television commercials.
Fischer Letts: “In this TVC they take their signature pink and weave it throughout, cleverly using the symbolism that pink=sunburn, and how we can avoid the dreaded sunburn with the help of Mr Wynstan and his custom solutions for summer!”
The head of content solutions further went on to credit the effectiveness of levelling up their kitschy.
She said: “We’ve all heard the radio ads imploring that we know how to spell Wynstan (with a ‘Y’ dummies), cheesy but effective, who hasn’t heard of this brand? This family run business has continued to build their success by embracing kitschy and levelling it up in a fun and inclusive way.”
Fischer Letts credits the success of the campaign due to its seemingless incorporation of promoting core product lines without the audience even realising.
She said: “The host with the most is ‘wynning’ as he manages to showcase all the Wynstan solutions. Yes, they have many and yes, this TVC manages to list out all of their core product lines –blinds, doors, shutters, awnings - without us even realising, that can provide respite from heat and sun this summer and does it in a way that makes us smile.
“From family bonding over matching sunburns in 2017, when they didn’t know better and burnt the turkey, to attempting to keep unwanted guests at bay with their Crimsafe doors!
Tom Manning, creative lead at Red Havas - Melbourne is a London born creative who is still baffled by the notion of a sun-filled Christmas. However, he enjoys the lighthearted humour of rejigging ones home throughout the holiday season.
Manning: "As a Londoner in Melbourne, I still find the concept of Christmas-in-summer difficult to compute. But I can't knock the logic of Wynstan—a blinds, shutters, and awnings business—launching their campaign with an eye on the festive season.
"Whenever we host family or friends, we end up rejigging our homes to some degree. So highlighting how Wynstan products help create an enviable space for entertaining is a neat strategic thought.
"The execution brings Mr Wynstan to life as a campy character in an on-brand pink world, readying his home before the family arrives for the festivities. The tone of the ad is light-hearted and a little cheesy in parts—it's got Big Pantomime Energy. And I don't mind it. Especially set against a sea of saccharine brands churning out Christmas tearjerkers!"
Pete Ogden, creative partner at Host/Havas, said: "It's Hard to believe Mr Wynstan was only revealed in the flesh earlier this year…and that was a lot of flesh. For decades he’d just been a voice on the radio. This new TVC follows on from his revealing debut and doubles down on the crimson. But that iconic voice always draws me in.
"When I first heard the Wynstan radio ads, I couldn’t get that tagline out of my head. But Mr. W has definitely grown on me. Nice to see Aunt Wynny join the family in this TVC."
Georgia Phillips, COO at specialist brand and communications insights agency Luma Research, credits the campaigns branding as cleverly jam-packed with brand code and strong distictive assets.
Phillips: "In a category that is cluttered with competitors that all have low awareness, it is important to get your brand heard and remembered. This ad is cleverly jam-packed with brand code as they seek to develop strong distinctive brand assets – the colour pink, the use of the brand music (a carry over from the radio ads we have heard), the helpful way of spelling the name (Wynstan with a Y) and the eye-catching brand character."
She enjoyed the humour implemented in the message being conveyed throughout the campaign, stating that consumers will be more attracted and trusting to the message of the brand.
Phillips: "All of my favourite ads use humour. It is a great way to get your ad noticed and also leave them feeling good about your brand. It can be a shortcut into people’s minds and hearts. If you can make people laugh, consumers will like you more and also be more trusting of your message and brand.
"As Wynstan is a brand that is still relatively un-known, it is important that the ad informs the audience about the services available and what the brand stands for. The ad has a good balance between the rational and emotional elements. It makes us smile, but it also tells us that Wynstan is a good place for custom blinds and curtains."
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