Stanley Steemer Guy Becomes the Grout Whisperer

There's not much, if anything, that's exciting about the nitty-gritty of fixing up floors. Still, agency Young and Laramore's latest spots for Stanley Steemer dress up a boring category with a bit of melodrama, expanding last year's campaign on the blue-collar heroes of carpet cleaning to celebrate other enthralling services, like re-grouting. Fred Goss, co-creator of ABC's Sons and Daughters, directed the ads, which were scripted but aim for an improvisational tone. That sort of mix may be more successful here, dialed-down, than in that near-forgotten, ill-conceived soap. Among the absurd fantasies illustrated in the commercials: a frat-house rug free of spilled beer and other suspect stains, and a child whose Christmas wish list consists of a polished hardwood floor. The carpet guy's enthusiasm is so intense, in fact, that you might reasonably hesitate before inviting anyone who works for the brand into your house.