Brief Explanation

We open on a cute dog dropping a ball down in front of camera, by a beautiful pool. He chases the ball as it bounces along the pool deck – bounce, bounce, into the water. He hesitantly approaches, scared to jump in for the ball. Search bar pops up, quickly typing: ‘Floaty’. Cut to water level POV of the dog wearing a shark floaty, happily cruising along with ball in mouth. Cut to a toddler floating in the pool with water-wings. We hold on this graphic frame of the floating toddler, his wondrous smile slowly fades as he bobs in the water, his eyes widen at what is coming towards him. We’re watching the realisation sink in, ending on what we imagine is the moment before the kid screams out in terror. Now the search bar comes up: ‘Swim Nappies’. A simple, funny one-two.

Execution

This campaign was created with a focus on speaking in a language that Australians understand. The search bar plays an enormous role as it was both a story point and a punch line, the way each word is typed -- rapidly or with hesitation, erratically or with focused precision -- matches the emotion of the person thinking the thought. Performances are subtle and largely internal. Because the search box tells us their thoughts, we require only the tiniest look or expression to convey emotion and bring home the humour, one reaction speaks a thousand words. Notably, when it comes to the wardrobe, props and locations, our Australian audience are going to be able to see themselves. And in terms of camera we used a mix of observational long lenses, with minimal or motivated movement, speaking to the poetry of real life, simply observed.