While most window and door brands emphasize functional, product-driven messaging, Pella Corporation, a leading window and door manufacturer, continues to challenge industry norms, this time prioritizing emotion and authenticity in its newest brand campaign, “Make Life Brighter.”
At the heart of the campaign is a fresh perspective: today’s consumers aren’t just looking for high-performance products; they’re looking for refuge. As extreme weather intensifies and the world feels increasingly uncertain, people want homes that offer protection, comfort, and peace of mind. “Make Life Brighter” taps into the emotional meaning of home—where families want to feel both protected and connected to the world outside.
This desire comes to life through a young girl’s magical dance to Missy Elliott’s The Rain (Supa Dupa Fly)—a joyful expression of feeling safe in her home while connecting to nature’s elements. Through the eyes of a spirited 9-year-old, the brand spot captures the resilience of the human spirit amid the reality of increasing extreme weather.
“What makes this campaign distinctive is how it transforms our century-old commitment to protection into a modern story about emotional and physical resilience,” said Keith Mann, Chief Marketing Officer, Pella Corporation. “We continue to rewrite the playbook, bringing innovation to all aspects of our business, including how we market the Pella brand through modern storytelling.”
The campaign was created in partnership with creative agency, Singlethread. The team used generative AI during early concept testing and is disrupting the norm by releasing a long-form (2-minute) video alongside traditional short-form videos (:30 and :60 second). By doing this, Pella is betting on building a deeper narrative, evoking emotion and creating a lasting impression with a new generation.
“Make Life Brighter” rolls out today across top-tier broadcast networks and digital platforms including Magnolia Network, CNN, HGTV, The Weather Channel and more.
To view the campaign, visit www.pella.com/brighter.
