REMA 1000: Smart House

Is technology going too far? Some of us embrace the fast evolution of technology, some of us find it hard to keep up and some like to think of themselves as Will Smith in I, Robot and stick to the old school way of doing things. Whichever camp you’re in you are probably aware of how much voice command technology is evolving, from being able to use hands free in our cars to having Alexa or Google run our homes. REMA 1000 takes a comical look at how is best.

We’ve probably all seen a few voice command fail videos but I hope this is top of your list now – I did say this week we would look at something that would make us laugh and I hope this did the trick!

I’ll be the first to admit I had no idea what this video was advertising before I researched who REMA 1000 were. This isn’t just because I was unaware of this Norwegian company but mainly due to the fact the company’s products don’t feature in this video at all. I assumed the video was advertising an old school locksmith company when it is really advertising a supermarket chain.

Just because this video doesn’t make us think of a grocery chain does it mean it’s bad? There are quite a few TVC’s I see that I can’t tell what they are advertising until they announce their product at the end, usually this happens with car and perfume adverts. I’m not saying that these car and perfume adverts are all great for making us guess wrong though, I’m just saying, when done well, this technique can cause a lot of success.

The reason this advert works so well is because it makes us laugh and for that reason we remember it, share it and we talk about it. Word of mouth is a powerful tool, it can destroy a reputation or build one to be as strong as possible and making us laugh utilises this tool in the best way. Now I don’t know the actual statistics of how well this particular ad worked but what I do know is that it made me laugh, want to share it and next time I travel to Norway I will no doubt look out for this supermarket.

Although I say that this video doesn’t relate to the product, the tagline in the videos title, “Det enkle er ofte det beste” roughly translates to say, “Simple is often the best”. As much as it seems like this video doesn’t connect to the brand in a literal sense of the product it does in its attributes telling us that we can trust that they will work like a standard key lock.

I hope you have enjoyed my brief look into REMA 1000’s Smarthus. As always, I would love to see your comments below and I’m always up for a discussion on any of my blog topics if you want to drop me a message via LinkedIn or Instagram.

Featured image courtesy of Vimeo / Bacon CPH.


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