Can a brand effectively shame consumers into being better human beings? That’s what SodaStream is going for in their new commercial.
[Spoiler alert: if you’re not caught up on Game of Thrones, stop reading now.]
There are three categories of ad campaigns: “I could have thought of that,” “Why would anyone think of that,” and the mind-bending “Wow, I wish I’d thought of that.” SodaStream’s newest commercial, “Shame or Glory,” falls squarely in the realm of that third classification.
Here’s the über-creative idea behind the homemade carbonated water brand’s new spot: leverage the famous Game of Thrones “Shame” scene as a way to stop the purchase of bottled water. Yes, those who buy plastic containers of bubbled H2O apparently deserve the walk of shame, HBO-style. (If you don’t know what I’m talking about, here is the grueling scene of public shaming.)
Now, Cersei Lannister must be more evil than those of us who purchase a case of plastic Pellegrino bottles every now and again, right? I suppose that’s the question SodaStream wants us to ask ourselves as we contribute to landfills because we are too lazy to make our own fizzy water in re-usable containers.
The question that SodaStream is asking themselves: will this spot motivate people enough to make the switch? I think it may be an effective trigger for those who already feel pangs of guilt for buying bottled water. I’m one of those people. And I have to say, this just may be the kick I need to make the switch.