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Wooden Dummy Takes Centre Stage in Humboldt Redwood Campaign

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MJZ's Mike Maguire directs series of spots through agency barrettSF

Wooden Dummy Takes Centre Stage in Humboldt Redwood Campaign

barrettSF launched a TV campaign for their client Humboldt Redwood to showcase the building material as a beautiful, all-purpose wood that is superior for both indoor and outdoor usage. The work launched wide on cable networks such as ESPN, CNN, HGTV and A&E on Monday, May 30, and directs viewers to the website,

Aimed at consumers who are building or remodelling their homes, as well as architects, contractors and landscape designers, the 15- and 30-second ads pan across homes with redwood features and minimalist fixtures that detail the beauty of the wood. Each ad is narrated by Ross Brockley, whose wooden, comic delivery makes sense once the camera stops on his character: he’s a redwood plank “dummy” resting on the builder’s knee. Each of the eight executions tags with “Real. Strong. Redwood.”

“You know, our ancestors didn't have TV—the wall was the TV,” the dummy observes in one spot as the camera slowly pans across a room panelled in rich redwood. “And this TV would have blown their minds.”

“We wanted to show the strength and beauty redwood can bring inside and outside of the home,” said Jessica Hewitt, Director of Marketing for Humboldt Redwood, “and to inspire more innovative uses beyond just decks and fences. For the creative execution, we were looking for something more interesting than a family having dinner on their deck. We knew barrettSF would deliver that, and they have. We love the campaign.”

The campaign aims to raise the perceived value of redwood by a) positioning it as a beautiful wood that offers all the benefits of comparable materials, and b) highlighting its uses as timbers, posts, beams and a finish-grade wood. The work is a follow-up, of sorts, to a campaign barrettSF did for the company two years ago. Brockley also narrated those ads, which showed the superiority of redwood over plastic decks.

“After the last Redwood campaign, the most frequent question was ‘who’s the voice?,’” commented Jamie Barrett, barrettSF ECD. “In this campaign, we provide the answer. It turns out the voice was coming from a naturally strong and beautiful–though slightly bug-eyed–redwood plank.”

More and more homeowners, architects, contractors and landscape designers are reimagining their projects with redwood. A recent homeowner study found that redwood is identified as “in style” to a significantly greater degree than competing materials, including plastic composites, PVC, cedar, and tropical hardwoods. And choosing redwood is positive for the environment as well. Humboldt Redwood is 100% Forest Stewardship Council (FSC) certified; FSC has earned a reputation as the most rigorous, credible forest certification system in the world. 

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Audio Post Production: One Union Recording

Music Production: Tone Farmer

Sound Engineer: Eben Carr


Edit Assistant: Brian Meagher

Edit Company: Arcade

Editor: Sean Lagrange

Production Company

DOP: Barry Peterson

Executive Producer: Eriks Krumins

President: David Zander

Production Company: MJZ

Production Designer: Michael Broaddus

Line Producer: Tracy Broaddus

Creative Agency

Account Supervisor: Michael Reardon

Art Director: Byron Wages

Associate Producer: Charlotte Dugoni

Copywriter: Peter Henningsen

Creative Agency: barrettSF

Executive Creative Director: Jamie Barrett, Pete Harvey

Executive Producer: Frank Brooks

Managing Director: Patrick Kelly

Genres: Comedy

Categories: Home Appliances, Building

Sapka Communications, Thu, 02 Jun 2016 19:56:31 GMT