Style Poynters

It’s really great to meet Clients who have a clear view of what their brand represents and who their audience is. It makes designing commercials and videos for them so much more focused.
A recent case in point – Poynters.
This boutique outdoor furniture retailer deals in top quality merchandise and understands that their clientele deeply value the elegance and exclusivity expressed in the often restrained designs of the furniture they stock.

So, as a new advertiser on television, it was important we came up with a commercial that faithfully embodied this same, less-is-more approach.

Recommended by a visionary Andrew Foss of TVNZ Direct Sales, I discussed the options with Poynters CEO, Anthony Chan. He confirmed he wanted an ad that stood for quality and exclusivity. We quickly agreed “no voice over”, a slick, contemporary music track and great visual restraint. I was encouraged by Anthony’s enlightened realisation that too few new advertisers possess – that is a relaxed, uncluttered and sparse TVC stands out in an and break that is full of typically shoutey and visually congested hard-sell messages.
It might be difficult to resist the urge to cram as much message as possible into your new 15 or 30-second commercial but for the right brand, products, and audience profile, it’s a vital option to consider.
Congratulations Poynters. You’ve made a stand for style.

(Watch the new 15-second Poynters TVC)

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