Creativity

A Dad With a Sleeping Baby Shows How 'The Hive' Can Make Your Life Easier

U.K. Smart Home Tech Brand Is Expanding to the U.S. and Canada

By Alexandra Jardine. Published on Jun 26, 2017

Editor's Pick

Smart home technology system The Hive, which is expanding internationally, demonstrates all the ways it can make your home life easier with a spot featuring a dad and his cute sleeping baby.

The ad, by CHI & Partners, was directed by Max Malkin of Prettybird and shows the man using his Hive phone app to switch off the lights, TV and music once his baby has finally fallen asleep in his arms. (Parents will have been there -- one false move and the baby wakes up.)

The spot, airing across the U.K., the U.S. and Canada, features products including the Hive Active Plug, which allows customers to turn the TV off remotely, and Hive Active Light bulbs, which can be dimmed or switched on and off through the Hive app. A series of other spots will rollout throughout the summer and autumn.

The campaign aims to introduce the U.K.-headquartered Hive brand to new territories including Canada and the U.S., following parent company Centrica's commitment to invest 500 million pounds to take the Hive experience multi-market. According to the agency, it aims to avoid the tech-focused stereotypes of the connected home category -- instead showing how smart home products have a meaningful impact on daily life.

"Our aim was to bring the human touch to the Hive brand," said Nicky Mackrell, global brand and marketing director, Centrica Connected Home, in a statement. "We want everyone to be able to connect with the Hive experience, not just people interested in technology."

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Credits

Date
Jun 26, 2017
Agency:
CHI & Partners London
Client:
The Hive
Joint Executive Creative Director:
Micky Tudor
Creative Director:
Jay Fretwell
Creative:
William Cottam
Creative:
Duncan Brooks
Creative Planner:
Oliver Feldwick
TV Producer:
Rob Steiner
Creative Producer:
Ruby Hill
Business Director:
Sarah Carolin
Account Director:
Eliza Sloss
Production Assistant:
Hannah Greene
Production Company:
Pretty Bird
Producer:
Ted Thornton
Director:
Max Malkin
Director of Photography:
John Lynch
Grade:
The Mill
Production & Visual FX:
Big Buoy
Producer:
Polly Durrance
Offline Editing:
The Whitehouse
Producer:
Antonia Porter
Editor:
Sam Gunn
Audio Producer:
Wave
Engineer:
Aaron Reynolds
Engineer:
Tom Heddy
Music Company:
Tin Drum Music
U.K. Voiceover:
Callum Cameron
U.K. Voiceover:
Dolly Wells
Voiceover:
Juliana Yazbeck
Voiceover:
Stefan Trout
U.K. Media Agency:
Mediacom
U.S. and Canada Media Agency:
Ogilvy
U.S. and Canada Media Agency:
Mindshare
Agent:
Neo
Social Media Agency:
AllTogetherNow
Social Media Planner:
Flora Proudlock

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