Comedians Katherine Ryan and Joel Dommett star in spoof cooking show ‘The Domestics’
From missing socks to dishwasher avoidance, there are lots of domestic tensions that take place in the kitchen that people can relate to. These moments have formed the basis for a different spin on ‘product advertising’ from Samsung… a six-part original comedy series titled ‘The Domestics’.
Starring Katherine Ryan and fellow comic and ‘I’m A Celebrity…’ runner up Joel Dommett, ‘The Domestics’ takes well observed moments in everyday life to give a moment of entertainment while showcasing Samsung’s appliances - and the innovations that can help resolve tensions and frustrations in the kitchen.
Sally Whitson, Head of Marketing for Domestic Appliances at Samsung, says: “The Domestics campaign is all about injecting some fun into the home appliances category. We have created an integrated and content-led campaign which showcases the extent of our product range whilst creating an emotional connection with consumers. Each of the six episodes within the series will focus on Samsung kitchen appliances alongside insight on domestic frustrations, in an entertaining way.”
The Domestics starts with real-life situations using comedy, insight and recognition – while elevating Samsung above the usual advertising script of function, and spec.
With full-length episodes at around 4 minutes each and 6 in the series, The Domestics is a completely new approach for a brand, particularly in this category.
Digby Lewis, Executive Producer at iris says: “Samsung’s Homes Appliances division tasked us to come up with an approach that didn’t feel like traditional advertising. We wanted to show people how useful these appliances could be in everyday situations, but more importantly, we wanted to make people laugh. To do something entertaining, is so far removed from everything else in this category. You need time to build a narrative, you need people to get behind the characters and you can’t do that in 30 seconds.”
Digby adds: “Comedy is incredibly difficult to do well in broadcast channels. The TV commissioning model relies on vast swathes of the viewing public to find common ground in an idea, which often leads to very reductive situations. However, we know that in social channels, people share content that they identify strongly with. Therefore, ‘The Domestics’ is written with a very specific audience in mind and distributed using highly targeted media formats, to ensure that they find it. It’s highly snackable and fit for feed.”
The series is aimed at 35 – 60 year olds – both families and couples and will run across Samsung’s owned digital and social channels, Video On Demand, Podcasts, PR, CRM and Retail. It will be further amplified through a partnership with The Times and Sunday Times and the series talent themselves, leveraging their considerable personal influence across Facebook, Instagram and Twitter.
Episode 1 of ‘The Domestics’ went live on 31st August, with new episodes launching every Thursday.
Samsung Addresses Kitchen Debates in Six-Part Comedy Series by iris