# Sophisticated Water Filter Ads This Ad for Pfister Water Filters Uses Punny Scientific Lingo By Ady Floyd | Published 2015-10-20 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/for-pfister References: [adweek](http://www.adweek.com/adfreak/very-scientific-ad-water-filtering-faucet-vows-remove-little-jobbies-your-wawa-167283) & [pfisterfaucets](http://www.pfisterfaucets.com/about/timeline) This humorous ad for Pfister was created to promote the brand's new [water filtration system](https://www.trendhunter.com/trends/r9-countertop). 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](https://www.trendhunter.com/trends/faucet-filter) through humor. The commercial playfully pokes fun at [traditional ads that use big words](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign), which simply do not resonate with the average consumer. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 49% | Activity: 21% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Key Themes Behind This Trend - **Humorous Marketing:** Companies can use humorous language to connect with consumers and help them better understand their products. - **Simplified Science:** Simplifying scientific terminology for consumers can help them better understand the benefits of a product or service. - **Personalized Marketing:** Tailoring the marketing language to the target audience can help companies better connect with consumers and increase sales. ### Where This Applies - **Water Filtration:** Water filtration companies can use humorous and simplified language in their marketing to appeal to consumers and educate them on the benefits of clean water. - **Home Appliances:** Home appliance companies can use personalized marketing to better connect with consumers and increase sales of their products. - **Consumer Goods:** Consumer goods companies can use simplified language and humor in their marketing to better connect with consumers and increase brand loyalty. ## Related on Trend Hunter - [Youth-Targeted Water Ads](https://www.trendhunter.com/trends/wylers-light.md) - [Transformative Water Filters](https://www.trendhunter.com/trends/qure.md) - [Compatibly Compact Water Filters](https://www.trendhunter.com/trends/compact-water-filter.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Automatic Water Filter Pitchers](https://www.trendhunter.com/trends/automatic-water-filter.md) - [Fly-Attracting Seltzer Ads](https://www.trendhunter.com/trends/truly-hard-seltzer-ad.md) - [Designer Water Purifier Faucets](https://www.trendhunter.com/trends/lumos-water-purifier.md) - [Debunking Skincare Campaigns](https://www.trendhunter.com/trends/periodic-fable.md) - [Skin-Caring Water Filters](https://www.trendhunter.com/trends/filterbaby-2-0.md)