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Which? ‘Washing Machine’ advert

Agency: MCBD

Client: Which?
Which? has launched a new advertising campaign by MCBD, highlighting the fact that its experts test products in every conceivable way to ensure their verdict is one the public can trust.

The campaign, encompassing TV and online advertising, demonstrates why Which? is unique by showcasing the rigorous and true-to-life testing methods that allow the company to offer people expert, independent advice.

The TV ads, Washing Machine and Digital Camera, bring two of the stringent tests used by Which? to life on screen, in a modern and human look-and-feel for the brand.

To test how well washing machines remove pet odour, Which? uses clothes slept on by dirty dogs; so Washing Machine follows a dog racing through fields and a stream, rolling in cow muck, getting covered in sludge, cosying up to a tramp and rooting around in a rubbish bin before settling down to doze in a pile of laundry.

Inspired by the way Which? tests digital cameras, shaking them up to 900 times an hour to test their image stabilization function, Digital Camera sees a hapless tourist repeatedly falling as he attempts to take photos.

The light-hearted spots are targeted at traditional Which? subscribers who are middle-aged and over, but also aim to capture the imagination of slightly younger consumers.  

The campaign, which introduces the new strapline ‘Which? works for you’, launches this week across central England, before being rolled-out nationally in 2011.

“Nobody tests products the way Which? does.  We consider how people use items and come up with tests to find out how well they’ll stand up to everyday use,” said Commercial Director at Which?, Chris Gardner.
“Although some of our tests might seem crazy, it’s important for people to know we go the extra mile so they can feel confident they’re making the right choice based on our independent, expert advice.”

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