American Standard Cheekily Parodies Silicon Valley In New “Porcelain Valley” Campaign
MINNEAPOLIS, MN, October 30, 2017 – How does a 140-year-old established plumbing fixtures brand demonstrate its commitment to leading innovation? Borrowing from the geek-tech associations of Silicon Valley, American Standard’s new campaign portrays the company in the innovative world of “Porcelain Valley.” In a multimillion-dollar, multi-channel effort breaking November 1, Porcelain Valley serves as the backdrop and breeding ground for all of American Standard’s new technologies and life-changing products. A cast of nerdy product engineers designing and attempting to create revolutionary plumbing innovations is featured in a laboratory-like work environment.
In addition to films/spots introducing the Porcelain Valley platform, there are product-specific executions detailing advancements like a self-cleaning toilet and remote touch shower. Additionally, the campaign includes an unveiling film featuring the head of Porcelain Valley (a send-up of the way computer/phone companies use their leaders to announce new products). Here’s a link to the work: http://www.solve-ideas.com/american-standard-porcelain-valley-campaign/.
The campaign consists of television, social, digital, print and in-store content. Media programming includes sports (ESPN, NCAA Football) and home/shelter (This Old House, Real Simple).
Solve, an independent Minneapolis-based branding and advertising agency, was founded in late 2011 by four agency leaders and longtime colleagues. The agency has twice been recognized by AdAge as a “Small Agency Of The Year.” Solve was also named one of North America’s Top 15 most effective independent agencies by PSFK and one of America’s Top 5 small digital agencies by iMedia. The company’s silo-less, client-first model gives marketers a refreshing alternative to traditional agency structures and priorities. Current clients include Founders Brewing Company, True Value, Porsche, American Standard, LeMond Cycling, Président and Galbani Cheese, Shopko Stores and The V Foundation for Cancer Research. For more information visit www.solve-ideas.com.
About American Standard
American Standard makes life healthier, safer and more beautiful at home, at work and in our communities. For more than 140 years, the brand has innovated and created products that improve daily living in and around the bathroom and kitchen for residential and commercial customers. It has been recognized with more than 35 product innovation and design awards in the past five years. American Standard is part of LIXIL (http://www.lixil.com), a global leader in housing and building materials products and services. Learn more at americanstandard.com, or follow us at twitter.com/AmStandard, http://www.facebook.com/AmericanStandardPlumbing, youtube.com/AmericanStandard01, Pinterest.com/amstandard, Instagram.com/american_standard.