Cleanliness that is addictive
Bathroom Fixtures: GFS Communications is phasing out the Balena brand and relaunching the shower toilet under the Geberit brand.
Sanitary facilities GFS Communications flushes the Balena name and presents the shower toilet under the Geberit brand. Since January 2005, Balena shower toilets have been offered uniformly throughout Europe under the Geberit brand. Since the end of February, a new TV commercial from GFS Communications has also been running on this topic, following on from the flowery promises of cleanliness thanks to the WC duck, another major offensive for more hygiene in the loo has been launched. What both campaigns have in common is that they have not shamefacedly banished their advertising to the quiet little room, but have realized it stylishly for viewing in the living room.
While Pius Walker works with artistic image manipulation for his duck, St. Gallen-based GFS Communications aims to achieve a similarly hygienically packaged effect with the stylistic device of action.
"Everyone has probably had the urgent feeling of needing to relieve themselves," believe Dani Egger and Andreas Felder at GFS. When using a shower toilet, however, inveterate wet-sitters are picky. This is not an advertising exaggeration, but a fact: customer surveys conducted by Geberit Balena AG confirm that shower toilet users no longer want to do without this convenience. Cleaning with water and the good feeling of complete cleanliness "seem to have a certain addictive potential," says Marketing Manager Sabine Widmann.
Together with Zurich-based film production company Beck & Friends, GFS Communications has now packaged this initial situation into a commercial concept with a built-in surprise effect. It begins with a romantic tête-à-tête in a restaurant, turns into an action sequence when the protagonist Milena sets off on a sprint through the whole city, and ends in a chamber play with a psychologically relieving catharsis when Milena is able to open the door to her own shower toilet at home in front of the audience.
The studio recordings took place at Swissstudio in Bürglen and the outdoor recordings in a friendly atmosphere at various locations in Barcelona.
Vizeum's media planning department booked airtime for the spot for several weeks on SF 1, SF 2 and RTL Switzerland.
Phew, that's going to be close: despite having to urinate, the lady in the GFS Communications commercial walks miles for her shower toilet.
While Pius Walker works with artistic image manipulation for his duck, St. Gallen-based GFS Communications aims to achieve a similarly hygienically packaged effect with the stylistic device of action.
"Everyone has probably had the urgent feeling of needing to relieve themselves," believe Dani Egger and Andreas Felder at GFS. When using a shower toilet, however, inveterate wet-sitters are picky. This is not an advertising exaggeration, but a fact: customer surveys conducted by Geberit Balena AG confirm that shower toilet users no longer want to do without this convenience. Cleaning with water and the good feeling of complete cleanliness "seem to have a certain addictive potential," says Marketing Manager Sabine Widmann.
Together with Zurich-based film production company Beck & Friends, GFS Communications has now packaged this initial situation into a commercial concept with a built-in surprise effect. It begins with a romantic tête-à-tête in a restaurant, turns into an action sequence when the protagonist Milena sets off on a sprint through the whole city, and ends in a chamber play with a psychologically relieving catharsis when Milena is able to open the door to her own shower toilet at home in front of the audience.
The studio recordings took place at Swissstudio in Bürglen and the outdoor recordings in a friendly atmosphere at various locations in Barcelona.
Vizeum's media planning department booked airtime for the spot for several weeks on SF 1, SF 2 and RTL Switzerland.
Phew, that's going to be close: despite having to urinate, the lady in the GFS Communications commercial walks miles for her shower toilet.
Andreas Panzeri
