GSD&M Goes for the ‘Bold’ for Kohler

DALLAS GSD&M uses humor, charm and intrigue in three separate television spots to position Kohler kitchen and bath products as a means of personal expression.

The 30-second ads, which break nationally Monday, are the Austin, Texas, Omnicom shop’s latest contribution to the client’s “The Bold Look of Kohler” campaign.

In “Dinner Party,” guests become flustered with the plastic utensils they’re using to eat food, which is served on paper plates. After the hostess walks into the kitchen, she notices a small spill on the sink. As she wipes it off, her husband joins her and says, “You know, we’re gonna have to break it in sooner or later.”

In “Water Boy,” a priest sends a young boy to fetch water for a blessing. Though the Italian streets he runs through have fountains and are next to a river, he ends up at his home, where his mother is washing her face. The spot closes as he says he’s on a mission and she looks down at Kohler’s new Purist Suite sink.

In “Architect,” a couple walks through the offices of an architect as he touts his work and awards. When he asks what he can do for them, the woman puts a Kohler faucet on the table and asks him to design a house around the fixture. The architect is clearly captivated by the idea.

“As the home category has changed and become a place where people show their personal style, Kohler has become a leader in creating innovative products,” said agency vp and account director Marianne Malina. “Our goal with the TV is to showcase that and show how people communicate something about themselves through their fixtures.”

The spots will run on network and cable stations including ABC, Bravo and Lifetime.

The campaign budget is undisclosed. Kohler of Kohler, Wis., spent $23 million on media last year, according to CMR.