James Hardie’s Linea Weatherboard battles the elements in a new campaign via Federation

James Hardie has launched a new fantastical TVC to promote its Linea Weatherboard product to homeowners via NZ agency Federation.

The spot follows the story of a house that transforms during a storm, evolving into a protective robot whose Linea cladding has prepared him to battle the elements, defending the family inside. As the weather rages, viewers see the delight of the young girl safe inside the robot house as he triumphs against lightning, howling wind, driving rain and coastal sprays.

VIEW THE SPOT

James Hardie’s Linea Weatherboard was traditionally marketed to architects, developers and group builders – business-to-business only. Federation saw the opportunity to go direct to the consumer because research showed the agency that even if the homeowner’s builder or architect offers a recommendation, it’s often the homeowner who makes the final decision.

Federation had to find a way of communicating the impressive product benefits of Linea weatherboard (classic lines, resistant to damage from fire and moisture, low maintenance, sustainably made, environmentally friendly) in an entertaining and visually compelling way. Bearing in mind that it’s not just a rational choice for people building a new home, emotions come into the decision-making process too.

Agency: Federation

Media: MBM