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Bother.com: Break Free From Your Cupboards
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The campaign ‘Break free from your cupboards’, created by Hearts & Minds, marks a significant step up in marketing for the B Corp business, off the back of brand growth doubling every 45 days and successful fundraising of $12m to date with Hoxton Ventures, the investment firm that backed Deliveroo early on. The campaign highlights the persistent feeling of never-ending domestic obligation to keep our homes topped up with the various things that keep running out, and shows how using Bother stops your cupboards from ‘controlling your life’. The centrepiece 30 second brings the cupboards themselves to life – as needy but likeable characters in a young couple's home. We see our young couple being hounded and chased by the cupboards as they call out for different top ups, culminating in a shot of the lead, Chris, being chased across a vista by a collective of cupboards as they call out for Oat Milk and facial moisturiser. The TV spot was written by Andy George, founder of Hearts & Minds, and is directed by Arthur Studholme, of Pulse Films.
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