In an attempt to bring some interest and focus to the terribly boring category of water filtration, Arnold Worldwide has created Arther Tweedie, a fine, upstanding, if a bit eccentric character who likes to wear ascots and make silly animated gifs.
Arthur, you see, is the new spokesperson for PUR water filtration and, in the words of Arnold SVP Group Creative Director Craig Miller, “is unlike typical spokesmen characters in that he’s presented as a third party or outside critic of all things water, rather than a PUR employee or salesman.
Arthur is eccentric, which isn’t the norm for brand characters. But he’s lovable, he definitely knows his water and he will hopefully give people a new and fun perspective on the role PUR’s superior water filtration can play in their everyday lives.”
The campaign consists of an onslaught of all forms of media including YouTube videos, silly animated gifs, a Tumblr blog, TV and a Twitter account on which Arthur shares witticisms such as this:
I’m glad #SharkWeek is over. It makes me positively ill when all that unfiltered water takes over my TV! #NoStars #WaterCritic — PUR Advocate (@ArthurTweedie) August 20, 2014
And water review catchphrases such as this:
Allow me to gift you with a GIF of my powerful catchphrase: No PUR Filter, No Stars! #GIF http://t.co/oY02NgojfE http://t.co/3hn87eWrPY — PUR Advocate (@ArthurTweedie) August 19, 2014
In a series of videos, we are introduced to Arthur and informed as to how he, water critic supreme, can answer all our water-related questions:
The campaign is said to be a precursor to a broader effort that will launch next month to promote to launch a new line of products.
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