Name of campaign: “Hobart Advansys Video”
Launch date: May 2010
Creative credits: Executive creative director: Tom Rentschler; senior copywriter: Sarah Lyons; associate creative director/art director: Gerry Pasqualetti; graphic designer: Jill Brewer; digital motion designer: Nick Shell
Why we liked it: This is a straightforward, meat-and-potatoes online video, which, we guess, makes it very appropriate for the restaurant and foodservice sector it targets. The video introduces Advansys, a new line of “warewashers” (what apparently used to be called dishwashers) from Hobart Corp. Using an animated background of blue water rinsing off utensils and plates and cups, a voiceover and superimposed text make the case for Advansys' advantages. The voiceover intones, “Imagine a warewasher that thinks like a hybrid...” That may seem farfetched, but the video shows how this warewasher captures water vapor to heat incoming cold water in turn, saving energy and money. In fact, Hobart says the savings in energy costs can equal $1,500 annually. It's all very convincing. And what may be even more impressive is that this video satisfies a very tall order: making a video about warewashers both interesting and watchable.