After more than 100 years in American kitchens, Frigidaire takes viewers on a nostalgic journey through time with the “Daire to Expect More” campaign.
Developed by creative agency VML, the campaign centers the brand as central to the family kitchen hub for over 100 years. Complete with vintage Frigidaire appliances, the ads smoothly transition to a vibrant, modern kitchen of a busy family today.
Viewers can expect to see the ads across streaming platforms, cable television, digital display, and social media.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the campaign.
The Details:
Among viewers 21-49 with kids in the household:
- The “Daire to Expect More” campaign easily outpaced large appliance norms (past year) among the target audience of millennials/Gen X’ers with kids across most creative performance aspects, with high Likeability and Relevance seen for the “Putting Family First” spots in particular, and all three landing as informative and new (Change):
- The ads built very strong Desire, with consideration rates of 66% to 72% reported among viewers of each of the spots. The :15 “Daire to Expect More” was less persuasive than the other ads, likely due to the focus on one rather than two benefits.
- In good news for the budget, the :15 “Putting Family First” performed as well (and in some regards, a bit better) than the :30.
- The ads built very strong Desire, with consideration rates of 66% to 72% reported among viewers of each of the spots. The :15 “Daire to Expect More” was less persuasive than the other ads, likely due to the focus on one rather than two benefits.
- The product itself was most impressionable to this audience, with emotional profiling of viewer verbatims on each ad pointing to the convenience of the product as a key connection point:
- The Adtastic response also was seen across the campaign, signaling an all-around positive creative response—an ad that gave viewers what they needed in an enjoyable format. Viewer comments reflect appreciation for the ‘nostalgic-to-now’ presentation of the advancements and the efficient delivery of relevant benefits of the product in a wholesome manner that reflected real life to many consumers.
Sample comments among viewers 21-49 with children on “Putting Family First” :15
“I think that it’s very informative about the fridge, especially for someone like me, who has children. I saw similarities to my family in that video because oftentimes when we go grocery shopping, we barely have enough room to fit everything.”
Male 21-35
“I like the ad because it showed how the refrigerator was back in the day and how it is presently.”
Male 36-49
“They had clearly explained what the product does and the features that it offers, and as a consumer, that’s important.”
Female 36-49
“It was very informative for just a couple seconds. It made me want to look more into it. I like the concept of the ad.”
Female 21-35
“Love the large refrigerator with the freezer drawers and tons of space.”
Female 36-49
“The change in storage space is amazing but similar in size. Phenomenal.”
Male 36-49
“The fridge to freezer feature is great! Makes me want that!”
Female 36-49
“Great Fridgidaire commercial—this is a great product.”
Male 36-49
“The changing styles and decades were cool.”
Female 36-49
“I like the nostalgia of the brand. I think it would be cool to make new units with a retro design.”
Male 36-49
- iSpot media measurement reflects a slight favoring of the :15 “Putting Family First” over the fourteen days ending 6/1/25, which viewer response supports:
- However, based on consumer intent, Frigidaire might want to shift media dollars from the :15 “Daire to Expect More” to the “Putting Family First” creatives to optimize business outcomes.
- Slightly lower in-market Attention Indices indicate placements that are experiencing above-norm interruption rates; as such, there is also opportunity to evaluate placements and shift to the highest-performing networks, shows, and dayparts.
- However, based on consumer intent, Frigidaire might want to shift media dollars from the :15 “Daire to Expect More” to the “Putting Family First” creatives to optimize business outcomes.
- Frigidaire unaided recall was most developed by the :30 creative followed by “Daire to Expect More,” both of which outpaced category benchmarks:
- Females 21-49 with kids were the brand’s best audience, suggesting opportunity to heavy up against this audience in forward media plans.
- While competitors have also aired creatives with strong positive response from this audience over the past year, the “Putting Family First” spots rank as the top two best received over this period:
- These ads have also been the most convincing to the target audience, per professed consumer consideration rates.
- The campaign is connecting well with viewers who described themselves as lapsed Frigidaire buyers or brand considerers:
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
Schedule a demo to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve—and outperform—campaign objectives.
Creative Agency: VML