What it’s about
How do you gain visibility in a market that’s already bursting at the seams? For RUF’s baking products – including the newly launched HappyCakes – it wasn’t about pretty visuals or a famous face on screen. It was about building trust, clarity, and relevance. Our goal: to not only make the product known, but to make it loved.
Before jumping into storyboards or scripts, we tackled a fundamental question:
What role should RUF play in the everyday lives of its audience – and how can that role be told credibly through the medium of TV?
Our answer: the brand needs to be emotionally relatable, clear in its message, and easy to connect with. This strategic core became the golden thread running through the entire campaign: indulgence, quality, availability – delivered with a warm and likable twist.
Enter Bruce Darnell – a brand ambassador who perfectly embodied that twist. Charming, recognizable, and loved across generations, Bruce brought heartfelt authenticity to the campaign. His warmth and sincerity reflected the essence of RUF: the joy of baking, simple indulgence, and a promise of quality you can feel right away.
Together with the client, we developed a TV campaign that went far beyond a classic ad spot – from storyboarding, copywriting, casting, and location scouting to the visual design of the outro. At the heart of it all: a branded world that evokes emotion and delivers instant recognition – from the very first frame.
