Копирайтинг и сторителлинг: Overcaring mother

“Children” cheese is new product on the cheese shelf and it is recommended for children starting from 3 years old, but grown-ups will be eating it! Because it is made for children and is high quality!

Grownups are tired of cute and sweet children videos about love and care, therefore we took a different approach – came up with a story about an over-caring mother, who treats her son with obsessive concerns throughout his lifetime. And almost the only product that receives approval of the demanding mother is the “children” cheese. Changing surroundings according to the time period; trustworthy situations where everyone could recognize himself or friends; music to create the proper mood - everything needed our utmost attention and thorough. In the end we got a very nice emotional story with correctly placed emphases, which not only amuses the audience, but also eloquently conveys the idea of the product – care for the children that knows no compromise. 

But full story of the heroes’ life with all the details was too long for TV, and the budget for TV-airing was not enough for such a long story. Therefore we decided to make the experiment – and the full version of the TVC was placed in the Internet where most of our TA is present. And short teasering versions were aired on TV with the link to full video on YouTube. 

The results confirmed the reason behind our decision. What we received were conscious and willful views of our commercial, since it wasn't us who looked for viewers, but viewers looked for us, being preliminary interested in and open to our communication. 

Thus, we brought online to the front. And for the first time it wasn't online to support TV, but vice versa. 

"Detskiy" Cheese "Overcaring Mom" Case from PROVID on Vimeo.