SignatureTowels.com has been gracious enough to sponsor the Miss Teen Canada World delegates in a blog challenge! This entails the girls pitching an original advertisement idea to the people at Signature Towels for an idea for a 30 second commercial! Signature Towels offers monogrammed towels and related products such as bathrobes and spa wraps for creative gifts or personal use! These items make for perfect wedding, graduation and house warming gifts to name a few.
The Big Idea:
The first thing that came to my mind when thinking of a creative way to market personalized towels was Hot Yoga! I am a huge fan of the benefits and practice of Hot Yoga in everyday life. Every yogi knows that no yoga class is complete without a towel both on top your mat to prevent slipping and sliding as well as catching the sweat from your hard work. An extra towel beside you is also necessary for frequent face wiping throughout the duration of the class! Finally, you need a fresh towel when leaving the studio, which can often get mixed up with other patrons in the change room! This is an excellent opportunity for both Signature Towels and Hot Yoga Studios to further market their brand by having their logos on the towels they supply their clients.
Signature Towels already offers a personalized workout towel set that includes 2 monogrammed workout towels that they describe as “very absorbent and dry beyond belief.” I feel that this segways perfectly into my idea of a “Hot Yoga towel.” What a great gift for the yoga lover in your life and what a great way for studio owners to enhance their business.
For my commercial..
I feel that a celebrity endorsement would really take this idea to the next level. The perfect celebrity ambassador that comes to my mind on this pitch is none other than Adam Levine. An avid yoga enthusiast and health guru, I believe that he is a great fit for this idea. Adam Levine practices yoga on a daily basis and has actually went so far as to bring his own yoga instructor on tour with him. He believes strongly in the benefits of yoga both mentally and physically and embodies these principles constantly.
“More than anything else, yoga teaches you to be still and calm under challenging circumstances.”
For the commercial, I would like to think of the concept as a “day in the life of Adam Levine.”
Throughout the commercial, the song “Daylight” by Maroon5 will be playing. It begins quite soft and smooth but then builds into a catchy melody which I believe really suits the feel of the commercial I envision. It also gives light to Adam, when it is his own song playing it really makes a connection between the viewer and him.
Scene 1: Beginning the day with him selecting one of many monogrammed towels stored on his tour bus, and heading to the shower.
Scene 2: Laying his head against the window on his tour bus to his next destination, listening to music, using his towel as a neck roll.
Scene 3: Rehearsing for the concert that evening, towel draped around his neck, finishing up and wiping the sweat from his brow.
Scene 4: His daily yoga practice with his personal yoga instructor, towel right beside him, as well as one on his mat. Moving through a flow series, then finishing up laughing with his instructor. The instructor picks up the towel and hands it to him, as he exits and wipes his face.
Scene 5: Leaving his dressing room, towel in hand, headed backstage. He hands his towel to his assistant just before he runs onstage to an adoring crowd. View from behind, his arms up in the air, with camera flashes and cheering.
Scene 6: Grabbing a drink of water on stage, wiping his face, and throwing his towel out to the audience!
Scene 7: Screen goes black to the subtle sound of the crowd cheering behind the music playing, while the signaturetowels.com logo and website link comes on to the screen. The websites logo then comes onto the screen, “Signature Towels. Share the Experience.”
I thought to create a catch phrase for the commercial that would blend well with Adam Levine’s appearance and life, however SignatureTowels.com has already come up with such a great one. It really blends well with the whole idea of “Sharing the Experience.” He is sharing his use of monogrammed towels with his audience, who will likely look into the things that he chooses to do or take part in, like these personalized towels.
For the commercial, depending on the scene, I have allotted for roughly 2 seconds per scene, except for the yoga scene of course. I believe that it will blend smoothly and it really conveys the whole idea of personalization with these towels.
Incorporating the rockstar lifestyle along with yoga practice expands the yoga experience to a whole new market place. One that people can really relate to, proving that even though you may live a fast-pace life, there is always room for balance. What a great way to market a product like this to yoga studios and fitness studios in general!