Leo Burnett has a new campaign for Delta Faucets introducing the portmanteau “HappiMess” to describe the joy of using Delta’s products to wash away fun messes.
The 30-second anthem ad features a variety of messy situations highlighting Delta’s different faucets. A woman clears a collection of dirty dishes at a dinner party and washes them in her Delta kitchen faucet; children play in a garden and are then ushered inside for a bath; a father and daughter enjoy a muddy hike and then the father washes his hands with a motion sensor faucet; a woman gets blasted with colored powders on a color run and returns to take a shower. “When Delta bath, toilet, shower and faucet innovations make getting clean just as beautiful as getting dirty, that’s HappiMess,” the voiceover intones. As The New York Times points out, the tagline is similar to children’s bath bubble brand Mr. Bubble’s, “Makes getting clean almost as much fun as getting dirty!” Only Leo Burnett aims to translate the idea for adults.
“When you think back to when you were a kid, getting messy in the garden, or baking and getting flour all over you were always considered to be a great things,” Leo Burnett Creative Director Jo Shoesmith told The New York Times. “But for adults, getting sweaty going for a run, or going on a mud run or a color run — those also are moments in life that people love and Delta plays a role in that, because where there’s a mess you need to be cleaned up.”
The campaign, which also features print and digital components, also marks the first time the brand is advertising the whole brand rather than a single product, according to Catherine Roper, director of brand marketing for Delta Faucet. It aims to celebrate the product innovations — such as the detachable shower head with temperature indicator, and motion sensor touch-free faucet — but these can be easy to miss over the course of the ad. Stick around for credits after the jump.