Cardboard Superhero Fights for Low Prices in Spot for Electronics Retailer NetOnNet

Scandinavian NetOnNet unveils a new cardboard Superhero in their latest campaign from director Torben Kjelsturp

The campaign, which comes from Forsman & Bodenfors, was directed by Torben Kjelstrup out of production company Immigrant - and was born of a thought to step away from the usual generic communication about low prices. Rather have a little fun...

To do that the films introduce a new brand character. That of a superhero made of cardboard - who is on one simple mission in life. To tirelessly fight for low prices and stop people from making bad deals on consumer electronics. With a fair amount of tongue-in-cheek.

“The category is a sea of sameness, flooded with generic low price communication. The brief was to focus on low prices but also go a little crazy” says Andrea Sundström, Forsman & Bodenfors Creative.

The crazy was what drew in director, Torben Kjelstrup who talks about what drew him to the campaign, “Of course we get to play with the cinematic arsenal of action movies, which I always enjoy, but really the thing I loved most was the idea of a superhero causing all this mayhem and destruction in pursuit saving some random Joe a couple of bucks on a toaster. To me, that’s hilarious.”

The character itself was created as part of the production, based on the identity of the brand. Ergo: cardboard. Striking that balance between imposing but also endearing, even as he’s on a rampage of disproportionate destruction.

Torben Kjelstrup continues, “I’ll admit that while the core idea of the campaign was what drew me in, I really relished the experience of developing a character, and it’s personality. It’s shape. It’s movement. It’s expressions. It was important to me from the start that it wasn’t just a CG character. Happily team Forsman and NetonNet were very much on the same page there. We wanted it to be a bit klutzy... to feel real and a wee bit homemade.”

If all goes to plan, the freshly hatched Cardboard Superhero will live on in a continued fight for low prices, as the face of NetonNet going forward.