Makes a Mundane Task Extraordinary

The idea here was to raise awareness towards the existence of a better dish rack out there that destroys the one you currently have. What could be so special about a dish rack? Everything.

The initial hypothesis is that you endure your old dish rack because you have never thought that there could be a better option. Dish racks are usually not something we shop for or think about. (I found it by accident and I have never shop around for a dish rack before)

The audience for this dish rack are people who already have a dish rack: most likely old (the dish rack!), ugly with faded colors and too small. The audience is urban and they live close to where they work.

We thought that the best context to come across this ad would be in a urban-type setting, like in public transit for instance. The setting must be somewhat relaxed in order for the audience to open up the idea that they should replace their old dish rack (or that there is a better option out there)

Ad promise (story): The ad is a personal testimonial based on my discovery of a new product & the delight in finding that product. More than just a dish rack, the experience of doing dishes is becoming augmented because you now think about where you are going to put the dishes. As in any intellectual games, doing dishes is becoming like a puzzle game, which transforms the experience completely.

Potential tag lines:
Now, I look forward to do the dishes
Makes a Mundane Task Extraordinary

Product promise: It is more than just a dish rack, it looks good. It is also very functional, versatile, flexible and customizable. You can also consider it like a game where you need to construct a puzzle with all the dishes you have. There are multiple options on where to put the dishes, which makes the experience fascinating.

The ad is a personal testimony which gets its authenticity by the person who does it (me).

This still needs some work. The Polaroid treatment was found by accident, but I think it applies so well in this case. It puts the product in a high end category, which contradicts the historical belief about dish racks. Comments / feedback are welcome.