#NewCampaign: Him, Her & Me

In an attempt to make what Siemens actually does relatable to the lives it impacts on a daily basis, the diversified engineering company that works on technology from turbines and trains to smart grids and digital factories, briefed King James II with the challenging task to humanise the brand, building on the launch of the brand campaign, Ingenuity for Life.

The TVC takes the form of a short film and seeks to demystify the Siemens brand for people who take technology that enables infrastructure for granted. “This was a a purposeful shift away from corporate storytelling to create relatable human moments,” says Keshin Govender, head of communications at Siemens Southern and Eastern Africa.

“We used a ‘day in the life of’ story format of a man and a woman, and a narrator. The narrator – the voice of Siemens – is a third character in the story that the couple hear at certain points in the story,” explains Graeme Jenner, ECD at King James II. “The trick was getting that fine balance right, letting people know exactly how Siemens plays a role in their lives, but doing it in such a way that it adds to the story and doesn’t detract.”

The film format has drama, comedy and an obligatory plot twist.