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Matthew Burns:
Steve, you brought up one, this next ad, and it’s a very modern company, not very many years old. Thuma. They make bedrooms typically, and mostly what they do is they do bedrooms that are really easy to put together and blah, blah, blah. And I know I’m giving away a lot here at the top, but I’m going to be honest with you, it’s not my favorite ad. And I don’t think it is yours either. It’s not like this is an emotionally driven ad, so I’m like Thuma, you can do better. But I love what you said when you said it has a really, really good specific purpose. So I’m going to play it and then I’ll let you fly all over this one. So watch this.

Ad Narrator: When the details take precedence and each piece is crafted with intention, the rest falls perfectly into place. We strip away everything but the essential – finding sophistication and simplicity. And what we’re left with are thoughtful bedrooms for modern living. Thuma. 

Matthew Burns:
So Japanese joinery. Talk to me about why this thing’s so good.

Stephen Semple:
First of all, how long is that ad?

Matthew Burns:
30 seconds.

Stephen Semple:
It’s 30 seconds. Yeah, they could dump the second half of the ad where they’ve actually tried to be emotional, but again told us it’s elegant, it’s sophisticated. It’s like, don’t tell me, make me feel it. So they would actually have room to make that ad better. However, that’s what we’re here to talk about. We’re here to talk about what’s great about the ad.

Matthew Burns:
Yes.

Stephen Semple:
Because the area that they did do well is a lot of people would say, it’s really easy to put together and you don’t need don’t tools, you don’t need this. They showed us and oh, and it’s got this really tight joinery and they showed us. Like, look how well it all fit together. They just showed us in a really elegant way. The bed was all apart, came together when the joints were going together. It was a nice tight shot and you saw how tight it all went together and oh, there’s this one screw, but it doesn’t need a tool in 15 seconds, what they showed you was that the most difficult part of putting your bed together is getting the mattress onto that thing.

Matthew Burns:
But it’s brilliantly said, I actually think if they eliminated all the words, it would’ve been a better ride.

Stephen Semple:
Probably. But I actually think what they could have done is done that for 15 seconds and then the other 15 seconds really actually made something elegant where they made us feel the elegance. Elegant words. They could have done such, unlike the Japanese joinery, you could have done 15 seconds talking about the ancient craft of Japanese joinery and made people go, Ooh, that sounds so elegant, and then showed how this went together. You’d have a beautiful powerful ad.

But what I’m going to say is there’s very few ads out there that I’ve ever seen that demonstrates simplicity of putting it together. And the other thing that you also already got, yeah, it’s going to be in flat box. You saw all the pieces.  They did a great job of making me realize that would be simple project. I won’t even finish my beer by the time I got this sucker together.

Matthew Burns:
To me, it leaves me wanting for a couple of things. Like you said, I love the idea of the simplicity of it and how it shows the simplicity of putting their bed together. It was all done computer graphics, which takes a little bit of the emotion away as well, where if they had actually had physical – if they could have done a lot of what they did in snapshots of a person having zero issue putting it together. Do you what I mean? Showing a hand, putting that thing together.

Stephen Semple:
Perhaps, yeah.

Matthew Burns:
It allows me to feel like I’m involved as opposed to it being just a simulation where things are magically floating around. But I agree with you. It showed it you all the pieces and, I say all the pieces, there was very little pieces. There was two screws total, one for each end of the middle brace, but everything else was pocket or slit and that was it. And I like it. It’s pretty easy to see why if I am a college student and I got to move around every once in a while, so I got to take a bed apart and put it together and take a bed apart, this is the one I’d want to do that with. If I want very simple, sleek, that’s my design style, then this is the bed I’m going to go for. It’s really easy for me to get and put together. I mean, all those things, like you said, don’t need to really be said for you to know it, which that’s what I really like. I wish they had done something a little bit different, but one of the best examples I’ve seen of furniture going together in a simple way,

Stephen Semple:
And the interesting thing is they did all the stuff we love in 15 seconds.

Matthew Burns:
Right?

Stephen Semple:
That’s a 30 second ad.

Matthew Burns:
Quick message.

Stephen Semple:
First half of that ad was like, I get it, I feel it. I understand it. They conveyed all of that in 15 seconds, which meant they still had a little bit of time to do some of these other things. But that’s powerful when you can deliver that in that short a period of time. So to me, when I saw it, I was like, well done. Because it didn’t just educate me out. That made me feel how easy and also how well the joinery goes together. Right? That was the other thing that they showed really well.

Matthew Burns:
Yes. I mean you’re connecting really well to, it makes you feel that they’ve spent time to really thoughtfully make this thing, which is where your brain goes. But that’s what I was trying to figure out in my head is what other brands come close? IKEA wants to strive towards this, but they’re not, I mean, they’re not easy to put together.

Stephen Semple:
They’re not easy to put together.

Matthew Burns:
So they don’t get that. They get everything that everything’s engineered perfectly. So it fits together, but it’s not easy to put together.

Stephen Semple:
Well, the one thing IKEA does do well is they convey that you don’t need any tools. All you need is an allen key and we’re going to include it. So the part that IKEA does well is if you don’t have tools, don’t worry about it. We got you. You can put this together without any additional tools. So IKEA does that part really well. But, no, I can’t think of one. That’s the reason why this really jumped out at me is because to be frank, I’m sure there is. And I’m sure there’s a viewer who will go, oh, there’s this one and there’s this one. I’m sure there is. Let us know. Yeah. But what we know is it’s rare.

Matthew Burns:
Yeah. I’d like to see another one. So somebody’s watching, please let us know. If you know of one, put it down on the comments. I’d like to go and see and do a comparison because I’m struggling to think of another one. So no, I think you’ve nailed it. Everything they did was really well done. Yes. They just didn’t do everything right.

Stephen Semple:
But the part they did was killed it and is not easy. If it was easy, lots of people would’ve done it.

Matthew Burns:
Yeah, exactly. But Thuma, we’d love to help. I’m just saying we could. Anyway. We’ll talk. Call me. We’ll do lunch or something.  Well thank you for bringing this one up, Steve. I like it when you come up with these, it didn’t really fit our mold, but it actually was really well thought through here and I like it.

Guys, again, reach out to us. Let us know if there’s one that you want to talk about or you want us to talk about. Hey, and if you’re really bold, you want to get onto the show and you really want to talk about one, be emphatic, get into the comments, let me know. I’m totally cool with talking to anybody about this stuff. We love it. That’s what we do this. So thanks Steve. I appreciate your buddy and we will see you guys on the next one.

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