Hasta La Creative!

Doner launched a new campaign for Neato, taking a humorous approach with a series of five 30-second spots for the robotics company (and Roomba competitor).

In “Card,” featured above, an elderly woman is happy to receive a card from her grandson Kyle. That is, until she opens the envelope and glitter spills out everywhere. The spot ends with the grandmother about to let out a loud expletive and Neato taking care of the mess. Each of the spots ends with the message “Meet Neato, the smartest, most powerful robot vacuum” and the tagline “Neato Knows,” which is followed by spot-specific messages, in this case “glitter ruins everything.” Other spots explore a house sitter who brings along all of her cats, a late night junk food binge, a pinata filled with seaweed snacks and unforeseen consequences of a one night stand. It makes sense for Doner to employ humor for Neato, since they’re taking on a well-known brand in Roomba, and even if the spots don’t always hit the funny bone, they manage to be fairly memorable and leave plenty of room for further expansion of the idea.

Credits:

Advertising Agency: Doner, Los Angeles, USA
Executive Creative Directors: Jason Gaboriau, Chris De Abreu
Associate Creative Directors: Jason Tisser, Regan Kline
Art Director: Lauren Culbertson
Managing Director: Zihla Salinas
SVP Account Services: Maria Carr
SVP Strategy: Marlene Calderon
Producer: Robert Samuel
Brand Leader: Jason Villar
Production Company: GO
Director: Brigg Bloomquist
Managing Director: Gary Rose
Executive Producers: Adam Bloom, Catherine Finkenstaedt
Managing Partner/Producer: Aesli Grandi
Line Producer: Greg Jonesy
Production Supervisor: Carol Fahey
DP: Pablo Berron
Editorial: Cut & Run
Editor: Frank Effron
Executive Producer: Carr Schilling
Producer: Ali Reed