Steele+ Goes Overseas and Underwater

ATLANTA Steele+ is launching national ad campaigns for two of its newest clients, the shop said.

The independent Atlanta agency has produced two television spots for Greased Lightning, a multipurpose household cleaner, and a print campaign for Toto, a manufacturer of luxury bathroom products. The two accounts are worth a combined $6.5 million.

The Greased Lightning spots are scheduled to begin airing March 28 on cable networks E!, Fox News, HGTV and the Weather Channel. The ads also will play in select movie theaters in New York, Philadelphia, Boston and Atlanta. Billings for the account are $4 million.

The spots, which use the theme “Strong cleaning may cause a strong reaction,” were shot in London with an all-British cast, including two 70-year-old women who fight over the product.

“British talent was selected in order to help break through the clutter of typical U.S. advertising and give a personality and sense of humor to a category that has become quite boring,” said Rick Julian, chief creative officer at Steele+. “Plus, nothing beats seeing two old British women beating each other with baguettes.”

The campaign for Toto will break May 1 in national consumer publications including Dwell, Architectural Digest, Dwell, Surface and Wallpaper magazines. Print images were shot in the Turks and Caicos Islands by British underwater photographer Zena Holloway and feature lifelike mermaids. Billings for the account are $2.5 million.

Both companies are based in Atlanta.