Copper Pegs Cielo as Mom's Oasis

Copper attempts to tap into the psyche of overworked mothers in its first TV work for Whirlpool’s upscale Cielo Bath Furnishings line.

The Kalamazoo, Mich., agency decided to “talk about the mental benefits of these baths rather than focus on the features,” said Dean Gemmell, managing partner and creative director. The target is adult female homeowners ages 35-54.

A stressed-out woman is the star of a 30-second spot that broke earlier this month. The ad opens with her husband, who is peacefully doing yard work when a minivan pulls up.