tesa®: Power partner in all walks of life

Starting this February tesa® lets people clench their fists: in the new TV campaign. Not as a token of some kind of fighting spirit but rather out of a pure zest for life. The commercials are depicting normal people in standard situations in exactly the very moment when they are highly pleased to have overcome an obstacle or have created something new – with the help or because of tesa®.

The altogether six commercials forcefully translate the brand strategy, namely that the application of the products, their functional and emotional benefit as well as tesa®’s brand claim constitutes one indivisible entity. Six standard situations out of everyday life present the products tesafilm®, tesa Powerstrips® Hooks, tesa® Painters’ Tape, tesamoll® foam tapes, tesa® Fly Screens and tesa® Roll-on Dispensers. Every commercial puts the specific product benefit into the focal point of a small scene drawn from daily life like for example the residue free removal of tesa Powerstrips®.

The individual commercials are not just meant to let the particular product benefit alone but should also focus on the tesa® brand in total. “The objective is to keep the brand up to date”, says Thomas Raadts, Director International Marketing for the tesa Consumer Division. “Because it should be present and relevant in peoples’ mind at any time”.
To achieve the best possible recognition factor special dramatic braces form part of the stage management. The story boards begin with a palpable product application, then show the very moment when the objective has been achieved or the problem has been solved and the protagonists enthusiastically clench their fists. Just like the young lady who has succeeded in redecorating her bland, white coloured sitting room wall with red stripes exactly matching her red striped sofa. “Hey, I did it again” – the comfortable feeling of having achieved something tangible characterises the new tesa® advertising campaign. All commercials close with the brand’s claim: “tesa® – no half measures”.

Not only the special dramatic management but also the only seven seconds brief running time of the clips is striking. “In this way the commercials can be placed flexibly and selectively within any sequence of commercials“, explains Thomas Raadts. “The similar composition in form and content of the commercials helps us to achieve an efficient advertising presence. At the same time we can present the diversity of the tesa® product family”.