Ad of the Day: CalFlowers pokes fun at the complexities of self-care routines
Over the last few years, the term ‘self-care’ has become a bit of a buzzword with many brands launching products in the growing space. The phrase conjures up different images for everyone, and CalFlowers has tapped into the complexities of trying to keep up with the latest trends with its humorous spot created by 180 Amsterdam.
‘Flowers. Self-Care Made Easy’ takes a comical look at the struggles faced by people trying to live up to the many self-care routines on offer when there is an easier solution: flowers.
In the minute-long ad viewers see a woman accidentally remove her eyebrows while doing a facemask, attempt to cleanse her body with green juice and participate in a Zoom ‘scream therapy’ session, before realizing that sometimes the act of self-care can be something as small as buying yourself a nice bouquet of colorful flowers.
“With ‘Flowers, Self-Care Made Easy’ our aim is to take flowers from solely being seen as a luxury to a daily dose of self-care,” said Pol Hoenderboom, executive creative director of 180 Amsterdam.
“With this campaign, we used the power of humor to demonstrate just how far the world of self-care has gone, when, in reality, all we really need is flowers.”
The campaign will be rolled out across the US and will be supported by online films, radio, print and social channels.
“The simple act of buying a few flowers regularly to add to your home can do more than make you smile,” added Steve Dionne, executive director at CalFlowers.
“It can lift your mood, increase your productivity and turbocharge your creativity. With That Flower Feeling’s first-ever ad campaign, we wanted to remind people of the simplicity and importance of flowers and encourage other floral trade groups to help spread the message.”
