In a tongue-in-cheek video that launched Oct. 1,
Pfister premiered its Clarify faucet, with Xtract Filter Mode by GE. The product costs $249 retail, offering a dual-stage home filter and hand-controlled filtration. A 90-second
video, "The 'Science' Of Xtract," takes a lowbrow approach to promoting the Clarify, calling water by its scientific name of "wawa." Germs are known as jobbies and the sink itself is referred to as an
indoor hose. No stuffy, pretentious attitudes here. The video explains how the faucet purifies water in simple terms, making it easy for even me to follow. The spot runs as a pre-roll on Google
Display and YouTube, targeting first-home buyers and DIYers, and consumers identified as having water purity interests.
See it here, created by
Nurture Digital.
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