Software company Rosetta Stone has been a leader in language learning for decades, but the market has seen the emergence of new competitors in recent years such as Babbel and Duolingo, the latter of which was recently named one of the Ad Age’s hottest brands.
Today, the brand is trying to reaffirm its presence with a new campaign, “There’s a word for that”, created by its record agency, Duncan Channon.
The new push includes two 30-second feature films that focus on finding the perfect word to describe a familiar feeling – an expression that might not even be available in your own native language.
The first spot titled “The Appointment” introduces viewers to words in Tagalog, German and English that relay ideas such as “when something is so cute you want to pinch it” or “make something worse by trying to pinch it.” ‘improve’ via a scenario. featuring a dog getting a makeover in a salon.
The idea continues in a second film, “Turf War”, which shows a town square filled with people watching street performers and describes more ideas in Tagalog, Arabic and Hebrew. The commercials were directed by Marie Schuller of RSA Films, known for her character. fashion-oriented fashion films.
The company has been around for 30 years and its platform offers courses in 25 different languages. “Rosetta Stone is the OG of language learning,” said Kelly McCullough, Creative Director, Duncan Channon. “They are the gold standard, then and now.”
While the company prides itself on academic excellence, “our goal was to show that learning a language with Rosetta Stone is fun, accessible, and immersive, and leads to positive benefits and experiences, even if you’re only learning some words and phrases”. said Paul Mishkin, CEO of IXL Learning, the parent company of Rosetta Stone.
Duolingo recently became the most popular language app in the world with over 40 million monthly users and over 38 languages to choose from. But even so, Rosetta Stone is “such a strong and durable product” that the company has seen “more people than ever” listen to the lessons, according to Mishkin. The campaign includes television, digital video and paid social media including Facebook, Instagram and Pinterest.