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."