Can you actually shoot a commercial that people would love to watch over and over again? How often do we see advertising that might be call a true art? Is it possible for small companies to advertise smart and with a great idea? Is it necessary to align the brand promotion with the paying capacity of its customers? How can business decide whether to spend budgets on commercials that do not sell, but just promote the brand values? And last, but not least – how to define the impact of brand advertising?

All of these questions come to mind when you watch this beautiful commercial by Country Road and The Woolmark Company, the iconic wool brands.

Life Through Wool commercial was shoot to celebrate the 40th anniversary of Country Road and 50th anniversary of the wool icon used all around the world.

The commercial was shoot with young and gorgeous Isabel Lucas.

The video itself is not about the brands themselves, and does not promote their products. The goal was to show the beauty of the Australian nature and the wool industry as an inevitable part of Australian culture. And to show via these images that Country Road and The Woolmark Company are very important pieces of this history, who love the nature, are passionate about ecology and beauty, who value the quality of natural materials and fabrics and respect people’s labour. Proudly Australian.

It is absolutely fantastic when business feels confident enough to slightly remove the focus from itself towards something that develops it. And to say between the lines that the company shares the key values of the dinkum Australian, their potential customer: being yourself, work and life balance, nature, relationships with family and friends, priority of the comfort above the desire to make an impression.

To be honest, I popped into the Country Road store after watching this commercial, they definitely received my loyalty. And now, when autumn is coming, we want to snuggle with a cup of tea and put on a warm wool sweater.  

The making of the commercial on http://www.couturing.com.