Consumer appliances brand Lifelong has launched its first film, highlighting the fact that house work is just as (if not more) tough and tiring than office work. The film showcases a day in the life of a retired mother. The communication shows a product at the end that can give her one moment where she can sit back and put her feet on a massager and relax.
Shot at home in April and just launched, the video has already been making the rounds on social media and has already almost crossed half a million views in 24 hours.
The insight struck his way. As we locked ourselves down and started working from home, we soon realised it was not as easy as it seemed. Memes, #s and everything about working from home started trending. Soon the pains began to show. Each and every task (not work-related) got documented and became a showcase of our newly acquired talents at home. However, some people have been doing this for ages. And yet they have been taken for granted; seldom appreciated, and rarely celebrated. Our retired parents are just one of the many such unsung heroes.
The film has been conceptualised by Centrick.
Roy Menezes, Partner and Chief Creative Officer at Centrick, said, “The idea came from a conversation with our art director. Watching his mother over days, he realised her days are somehow more packed than his. Yet, everything on her list is completed every day. So the question, when our parents reach retirement, do they actually retire? We used this insight to craft a film for a product that actually gives you that one moment where you can sit back and put your feet up and reminisce life’s cherished moments.”
Prerna Nagpal, Head Of Marketing at Lifelong Online Retail Pvt. Ltd., said, “We went with a simple idea of massagers being à great gift for your parents. Our brief to communicate the value of massagers was met with brilliant creative concept by Centrick.”