Jeld-Wen makes a ferocious consumer marketing debut

Who: Window and door manufacturer Jeld-Wen Canada, with Blackjet and its studio arm Impossible Studios.

What: “Keep winter out,” the company’s first national TV campaign, building off the brand platform “Keep outside out.”

When & Where: The spot debuted during Saturday’s Toronto Raptors telecast on Sportsnet, part of a new broadcast deal between Jeld-Wen and the Rogers Media-owned property running through the rest of the season. Raptors telecasts provide the brand with significant national reach, particularly among the key 35-55 demo, said Blackjet CEO Rob Galletta. A supporting digital and social campaign using the ad’s Viking character will run throughout the year.

Why: As one of the world’s largest window and door manufacturers, Jeld-Wen is well-known within the construction industry. It has traditionally relied on a combination of direct sales to home builders and through big box retail, but with little recent emphasis on brand-building, sales were beginning to erode.

The campaign is an attempt to build affinity among Canadians, particularly those building or remodelling their home, by showcasing the benefits of the company’s Northern Tri-Pane windows. It comes at a time when Canadians are investing in their home more than ever.

How: Developed by Blackjet and Impossible Studios, the spot went from conception to delivery in just one month to meet the timelines of a fast-moving broadcast deal with Sportsnet. The ad was shot in Pickering, Ont. with all of the client and agency involvement during the shoot coming from their respective homes.

The creative concept uses a fierce, snow-encrusted Viking (played by Toronto actor Vusal Novruzov) as the personification of winter, showing him preparing for an assault on a home and charging toward it, only to be stopped dead in his tracks by a set of Jeld-Wen windows.

And we quote: “We’re thrilled with the creative result. The client has been an amazing partner and really got behind our creative vision. We knew that a high-impact comedic approach would help our limited media dollars work harder and cut through a lot of noise during Raptors broadcasts.” — Rob Galletta, CEO, Blackjet

Chris Powell