Show & Tell: Concept

I like concept ads because they provide familiarity, which is comforting by nature. Some of my favorites include the Geico caveman, the Geico Getko, and the new Ragu commercials (see below for video). As I was flipping through Dwell magazines, I noticed three similar ads for Brizo products for the kitchen and bathroom. Then it hit me--a concept. I'm having trouble dissecting the idea of a concept--is it merely repetition of similar design that makes it a concept or is it the idea behind the design that is replicated? I think the concept for these three ads is "dreaming"--each woman is wearing an ethereal dress and is striking a graceful pose. The filmy fabric and fluid motion of their dresses mimic the fluidity of water. These women look like they are from a dream, slightly fairy-like with their pale skin and red hair. They are floating, which also adds to the dream concept. And lastly, their slogan is the word Dream followed by the name of the room in which you'd place the product--kitchen, bath, shower.