The brief
Client: SAKi
SAKi needed a short social ad for its cream electric kettle with a temperature-control base. A kettle is an everyday purchase, and most of them look alike in a listing photo: a jug, a base and a handle. What sets this one apart — the dial that sets the water temperature, and the finish of the body — does not come across in a still.
The buyer is also choosing on looks as much as function. A kettle sits on the worktop all day, so it has to look right in a kitchen, and the ad had to show that without turning into a list of features.
All of that had to fit in under twenty seconds, in a vertical frame, with the brand name readable.
How we made it
It opens on a tight shot of the brushed steel lid knob with SAKi engraved on it, set against the matte cream lid. The brand is the first thing on screen, before the whole product is even in view.
The next shots are set against black: the kettle on its base with an orange ring of light glowing underneath, then a hand lifting it and pouring into a white cup while steam curls up behind. The dark background keeps every eye on the pour, which is the moment the kettle exists for.
The ad then moves into a bright kitchen with a wooden worktop and a window behind. A finger turns the steel dial on the base and the orange readout changes, with the water level window on the side of the jug just above it. That dial is the one feature a photo cannot show working, so it gets its own close-up.
It closes on a wide shot of the kettle on the worktop with steam rising from the spout — the product where a buyer would actually keep it.
Worth knowing
SAKi is a client, and this video is published here with their approval. The product and the brand name are theirs.
The plan and turnaround shown on this page describe what a video like this takes on our current plans. They are not the terms of this particular order.
The master is 480×854, so it plays a little softer than the 720×1280 clips elsewhere on the site.