This Ad for Pfister Water Filters Uses Punny Scientific Lingo

By: Ady Floyd - Oct 20, 2015
References: pfisterfaucets & adweek
This humorous ad for Pfister was created to promote the brand's new water filtration system. The ad uses a authoritative voice-over to describe the filtration system. However, the terminology has been reduced to simple puns of science lingo, which allows the audience to understand the benefits more clearly.

The ad for Pfister swaps words like water "contaminants" for more commonly understoo phrases such as "guck, germies or as they are known in the scientific community as tiny, little jobbies." The 'Clarify' faucet uses an 'Xtract Filter Mode' to eliminate the 'jobbies' form users' water to produce clean, healthy water.

Using silly terms while relating back to scientific data, this ad appeals to consumers on a human level. Instead of confusing consumers, this ad helps them understand the health benefits of filtered water through humor. The commercial playfully pokes fun at traditional ads that use big words, which simply do not resonate with the average consumer.