Soft and Simple: Good for Water and for Messaging

Relaying one compelling message at a time


What’s the best way to convey why nine out of ten people who talk to you end up buying your product? One compelling reason at a time. This campaign uses the power of simplicity to drive home an overwhelming statistic in spots that are just quiet enough to rise above the noise. And since they’re :15s, we’re able to bookend commercial breaks to hit on more than one message without losing the consumer to the laundry-list effect. It seems the best way to sell soft water is a soft sell.


Our Responsibilities: Branding, Campaign Strategy, Concept Development, Copywriting, Creative Services, Design, Strategy, TV Concept Development, TV Production

Client: Aqua Systems

Industry: Retail