Award-winning language program Rosetta Stone has launched its first integrated campaign in more than two years, highlighting its immersive tools in three cinematic spots that will also tickle your funny bones.
Helmed by creative agency Mekanism, in partnership with production company Furlined, the project showcases how effortless learning a new language can be when using Rosetta Stone.
It's all part of the brand's newest "Now We're Talking" platform, which sheds a traditional approach to learning in favor of making it easier to learn a new language while celebrating the progress they make.
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Rosetta Stone is dedicated to emphasizing the little joys and satisfaction of making progress, as opposed to its competitors that focus on the difficulty of learning.
Utilizing TruAccent voice recognition technology, cultural immersion programs, and tutoring sessions with native speakers, the company engages its students by preserving the rewarding feeling of pronouncing one's first foreign-language word.
The campaign will run across broadcast, online video, digital, social, and OOH channels.
Partnering with professional advertising agencies and production houses allows brands to launch integrated campaigns like Rosetta Stone.
With the new ad series, the language-learning company can establish a new identity to revitalize its brand for a modern audience, underscoring the importance of brand voice in communicating with audiences.
Now You're Speaking My Language
"Flamenco," the first of three 30-second ads, begins in a regular office space.
A man practicing his Spanish figures out the correct pronunciation of the word "bailar," meaning "to dance," which automatically sets his body into motion.
His Spanish practice session miraculously gives him incredible dancing talents, as his arms fly into the air.
Running across the office with the rhythmic footsteps of an expert dancer, he unbuttons his shirt and jumps onto a conference table mid-meeting, ending the commercial.
A diner cook receives an upgrade in "Oui Chef!" when French lessons transform her into a world-class chef.
She begins to cook up a storm as she becomes more fluent in the language, serving up croissants, plucking fowl, and slicing green onions in quick fluid motions.
Eventually, her outfit slowly changes into a full chef's uniform as she serves a plate of fine cuisine to a patron.
Finally, "Home at the Club" features a farmer learning German who dreams of partying hard.
Practicing his club-speak with cows and chickens, the lesson causes him to slowly look more like a hardcore clubgoer, dressed in studded leather clothing.
The old man comically sings in German while dancing to techno music in the stables, complete with disco lights.
All the spots end with the witty message: "Rosetta Stone's language-learning tools may just be too immersive."
Meanwhile, earlier in October, Duolingo launched a digital comic series in partnership with the platform WEBTOON.
