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Copper Pegs Cielo as Mom's Oasis

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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. The vehicle is vibrating with noise and activity before the doors even open. Screaming kids, some in karate outfits, then burst from the van as the mother sits catatonically in the driver's seat. In the bathroom, she finally relaxes in her Cielo jet-stream bath.

The spot ends with a new tagline, "Transcend the everyday."

The media buy focuses on HGTV. Print ads break in March issues of consumer and trade shelter titles such as Southern Accents, Better Homes & Gardens, Woman's Day and House Beautiful.

The creative for print takes a similar approach. Copy in one reads, "Men have garages. Kids have tree houses. You have this."

The Benton Harbor, Mich., appliance maker is expected to spend $5 million this year launching Cielo. Copper was awarded advertising on the line last year following a review.

Publicis, Chicago, handles the bulk of Whirlpool's other work. Direct mail is handled by Campbell-Ewald Advertising, Warren, Mich.