Trustpower launches new heart-warming TV campaign ‘Four legs good’ via Art & Industry
Trustpower has launched a new brand TVC this weekend with the second creative execution using the ‘Meant to be together’ creative platform. The 90s TVC, ‘Four legs good’, was directed by Chris Dudman of CPD Films from a concept developed by long term agency partner Art & Industry.
The TVC tells the story of a man and a dog who are meant to be together for reasons that unfold as the story develops.
The TVC is a follow up to ’Lost and Found’ which told the story of childhood sweethearts Toby and Mel.
Says Carolyn Schofield, head of brand, Trustpower: “‘Lost and Found was incredibly successful. We continue to get wonderful feedback about it. Our advertising tracking research showed it outperformed previous advertising on multiple key metrics and it was in the Top 5 of New Zealand’s favourite TV ads in TRA’s independent research. We’ve even heard stories of the TVC being the prompt for people to make contact with ‘the one that got away’ from 40 years ago. But it was time for us to tell a new ‘Meant to be together’ story.”
‘Meant to be together’ provides a platform for Trustpower to tell stories to support Trustpower’s position as the leading supplier of bundled energy and telco services in New Zealand. Just like some people (or people and dogs!) are meant to be together, it’s natural that your essential home services should all be together with Trustpower.
Says Carolyn Schofield: “Our challenge was to follow up ‘Lost and Found’ with something even better. Rather than another ‘Boy meets girl’ story we wanted to tell a different, ‘Meant to be Together’ story that had even more emotional intensity, and ‘Four legs good’ delivers exactly that. Multiple studies show that emotional brand advertising that works on people’s subconscious brains is more effective long-term than rational advertising.”
The campaign almost didn’t happen. Although production can go ahead at Level 3, with strict Health and Safety protocols, the changing alert levels in Auckland meant that three days before the shoot it still wasn’t definite it could go ahead.
Adds Schofield: “It was a nerve-wracking few days for everyone involved as we approached the shoot date, but with a lot of hard work from the production team everything fell into place and we were able to go ahead.”
Trustpower’s advertising during the last few years has established the company as the leading provider of bundled energy and telco services in New Zealand. The company is not only one of the top five power retailers in New Zealand but is also a significant player in the telco sector with over 100,000 broadband connections and over 10,000 mobile connections. Nearly 50% of Trustpower customers have two or more services with the company and three quarters of new customers sign up for a multi-service bundle.
The campaign launches with a 90s TVC for broadcast TV and online. A 60s and 30s will be introduced in the coming weeks. The brand TVC will run in parallel with an offer-focussed 15s TVC promoting Trustpower’s headline ‘You Choose’ acquisition offer.
Client: Carolyn Schofield, Marketing Communications Manager, Trustpower
Agency: Art and Industry
Creative Director: Daniel Crayford
TV Production: CPD Films
Director: Chris Dudman
Producer: Bridget Bolton-Riley
Original Music: Age Pryor, featuring Andy Morley-Hall on lead vocals
Media: Independent Media NZ, Mark Reekie
22 Comments
Love the new ad. Had tears in my eyes after it. Has the dog got a good owner? Hope so, after looking in those eyes.
He already has a wonderful owner and is a very happy wee man
I love this ad. I have just described it to my workmates, while bawling my eyes out.
Wish they could have shown some restraint on the music.
this short film:
https://www.animalsaustralia.org/features/the-present.php
What a beautiful ad, very heart warming. Well done to the creative team.
My internet is a crippled dog and my power is a crippled old man?
Every time I see this ad my eyes weep. I know it’s just advertising but I feel so sorry for that dog. I hope it has a great life and didn’t lose its legs in some horrible way.
Had cancer. Sadly Blue the dog passed away in January. RIP Blue
What a beautiful ad! Bought tear to my eyes.
Well done Trust Power.
So much better compared to other ads, on the box.
Song sounds very like a song by kiwi Greg Johnson – “Don’t wait another day”.
Blue has his leg amputated to save his life when diagnosed with bone cancer. He was given 10% chance to live for 1 year, that was over 4 years ago. He is 15 years old and enjoying life 🙂
Love the music, love the dog.
I love the dog and I also love the man, he shows such compassion towards the dog. Lots of comments about the dog, I hope the man also has a good life.
What is the is the style/name of the artificial leg used in the beach shot.
Who is actor in four legs good?
Absolutely love this ad and Blue is a gorgeous dog. The gentleman actor is also very good. Favourite ad.
Like so many folks, I am touched deeply every time this Trustpower commercial comes the TV. I reckons it’s the best I have seen for many years.
the one legged man and the 3 legged dog make a beautiful story. Good on you Trustpower. I shall continue to make Trustpower my preferred Supplier as I have for many many years.
I was a Tauranga kid, born in 1929, and spent many of my childhood days on the beach at Memorial park with our dogs tagging along. Now at 92, I still love wandering around down there on a much tidier park.
Thanks you once again for such a wonderful story.
This add is the most beautiful add I have ever seen.Thank you for such great work! The old man and the dog are so good together.
This advert is etched in my heart and I’ll never forget it. The gentleman, the dog, such poignant filming that is special beyond belief. Thank you for the very best in TV advertising. NO PERSON EVER can match it. Enough said. Forever remembered.
Louise Hemsley
Who is the actor on the advert please?
Beautiful advert. I feel so sorry for Blue now he has passed over the rainbow bridge. Makes me feel tearful and so sorry for him and the gentleman. Great ad but will be hard to beat. RIP Blue 🌈💕🥰