Geek Chic: A Tech Company Finds Its Muse
By Mark Lang
When critics in the business press called Parker Hannifin "a big rust-belt dinosaur" two years ago, they pointed to an old-school product roster. After all, the critics said, the Cleveland-based company sold valves, seals and hydraulic equipment.
Parker execs were unhappy with the characterization, of course, and they decided they were not going to take it anymore.
"Parker likes to say it's into everything that moves," says Greg Thomas, creative director at Brokaw in Cleveland. "They want people to know [Parker is] a motion-control technology firm with systems capabilities, not just a parts manufacturer."
Initiated in January 2002, the "Anything possible" branding effort has pushed to change perceptions. Now, Parker's first TV work takes aim at people with an engineering mind-set. In the 30-second ads, Parker employees find inspiration for product-design breakthroughs in comical, everyday situations.
"People think engineers are geeks -- that's the stereotype," Thomas says.
"Fact is, they are really creative people, even though they don't always consider themselves to be creative people. [The creative process] is the same for engineers as it is for writers and art directors. The difference is that they are rooted in the laws of physics -- the real world -- and we are rooted in communication. The campaign recognizes their creativity without saying they are creative people in the traditional sense."
In "Baby Shower," a man changes his son's diaper when the kid sends a stream of urine past Daddy's head into a blowing fan. The fan sprays the liquid everywhere, and an idea is born. In a meeting the next day, the engineer explains that "a cooling mist can make a power plant more efficient."
Two men stare in the direction of a beautiful woman eating sushi in "Sushi Bar." Most guys would be looking at the hot babe, but these two are watching her handle the chopsticks. At work, they demonstrate a robotic arm using the same motion.
In "Hippity Hop," a girl is blown off the eponymous bouncing toy after it pops. Her father runs over, picks up the dying piece of plastic and experiences an eureka moment. Next day, he shows a computer model of a compressed-air roller coaster to his boss.
The campaign portrays how "sexy" Parker innovations help build amusement-park rides, mist-cooled generators and animatronic limbs. And at the point of revelation in each spot, a graphic reads, "Engineers see the world differently."
Since the campaign's target is CEOs of engineering firms and the engineers themselves, television seems a dubious medium to reach such a parochial audience. What gives?
Cable TV.
"The History Channel and The Learning Channel both skew really high for engineers," Thomas says. "Shows like Modern Marvels (History), Junkyard Wars (TLC) and Guts and Bolts (History). Plus, CNBC reaches a broader CEO audience."
If engineers are indeed watching, they will probably like the message.
"We get you," Thomas says. "Parker understands what you need, and Parker will be there to help you execute."
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