- Street Interview
PlumbRx: street interview ad for home goods
Asked for their hair secret on a New York sidewalk, three women point to their plumber, who visits so often he sends a gift basket every year and calls them “his Golden Girls.”
01
Brief
PlumbRx sells drain-opening cups, and the ad gives the routine in one line: “Now, once a month, we each pour one cup down the drain with hot water.” The voice backs it with three short claims: “No fumes, safe for our pipes, and we haven't seen our plumber since.”
The client brought a raw idea for families with a lot of hair and drains that clog with it, and I developed the concept and the script from it: a street interview that opens on a compliment and turns into a confession about the plumber. The ad has to make a clogged drain funny for 47 seconds and leave the viewer with one routine, one cup and hot water once a month.
02
Format and style
A street interview on a sunny New York sidewalk under the title “Asking New Yorkers their hair secret.” An interviewer in an olive jacket with a fuzzy mic catches up with three women walking with long hair down their backs. Heavy white captions in condensed capitals light one word at a time in cyan.
The answer cuts away from the street into the sketch. The woman in black tells the story to camera from her shower, barefoot beside a clump of hair and a plunger, and the captions switch to white serif type. The gift basket plays at the front door, and the product shots put the cup on a shower shelf, at a sink and at a tub. A street interview frame works for comedy in AI home goods video ads because the compliment stops the scroll and the confession keeps the viewer watching.
03
How it was made
I open behind the three women on the sidewalk as the interviewer catches up with “Wait, wait, wait. I have to know. What do you three do to get hair like that?” The woman in black turns with “Oh, honey, this hair is a curse in disguise. Ask our plumber,” and I cut to her in the shower for “At this point, our plumber is basically a part of this family” and the line about seeing him more often than “some of our actual relatives.”
The gift basket gets its own scene: in a denim shirt and slippers she opens the front door, lifts a basket with a red bow off the step on “He even sends us a gift basket every year,” and holds it up for “He calls us his Golden Girls.” The cup sits on the shower shelf for “Then we found PlumbRx,” and hands pour a cup into a sink and another into a tub for “we each pour one cup down the drain with hot water.” The three walk off hand in hand as she looks back with “maybe our plumber needs to find a new favorite family,” and the end card shows the pack and its cups.
04
Deliverables
One street interview ad, vertical 9:16
Runtime 0:47
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