This post was updated on March 20, 2024.

It’s the simplest way to sell a good product: Explain how it will make life better. But how do you do that for an item that affects people and homes in different ways? That was the challenge for a new marketing campaign for VELUX® skylights, the world leader in skylights and roof windows.

Skylights open inside spaces to the outdoors, but they also transform the room — soaking rooms with natural light and revealing true colors and textures while providing views of blue skies, wandering clouds and starry nights.

Together with VELUX, our Wray Ward team saw this campaign as a creative opportunity to infuse the feelings that come with natural light and fresh air from above into the VELUX brand. But with only 15 or 30 seconds to make an impact, how could we help consumers understand that skylights, like our homes, are built for life’s enjoyment?

In contemplating that question, we dug into a fresh storytelling approach that could both inspire and drive consideration.

The outcome was nothing short of attention-holding.

Bringing the VELUX Skylights Voice to Life

The Creative team chose to focus on two key research points uncovered by our Insights group:

• Men, while not the key decision-makers, are key decision influencers when it comes to matters of the home.

• Energy savings is a strong focus area for men.

What’s more, research showed that when the man of the house (in our typical audience’s family norm) is involved, the family is twice as likely to even consider a skylight. We wanted to unlock this huge consideration boost, developing creative that would speak to a relatable truism.

Whether it’s a mom or a dad, every family has a parent that is constantly turning off lights behind the kids (and the other adults in the house, if we’re being honest). Our team saw this commonplace truth as a conduit to communicate the benefits of skylights in a way VELUX has never done before.

But there was more to our unique approach.

Fueling Intrigue — and Engagement — With Alternate Endings

We developed alternate endings, allowing the audience to see something fresh each time the spot aired. We wanted to show the different ways our dad is using all the extra free time now that he no longer has to turn off the lights thanks to VELUX skylights. We wanted to leave a lasting impression, but with a twist.

The Dads and Lights campaign celebrated this relatable dad character with a TV spot that featured — spoiler alert — five different endings, plus more for social media executions.

The spot opens with a dad looking out of a kid’s room into the hallway. As Dad walks by, he stops, backtracks and sighs. Then, he turns off the light. This continues past several rooms. Cut to Dad sitting in his favorite chair as he explains the all-too-common challenge of kids who leave the lights on throughout the day. But when Dad picks up his cell phone and opens his skylight shade with the VELUX smartphone app, the audience sees the light from above begin to wash over him and the room.

Now, with skylights, Dad has time to do all his favorite things — including, of course, brushing up on his river dancing. Watch: