Waterpik Technologies, which shifted its account last year because it felt neglected by longtime shop Foote, Cone & Belding in San Francisco, is giving a thumbs up to the first work created by its new agency, Ground Zero.
A new spot for the company’s Cascadia showerhead cuts among five people singing the 1980s hit “Don’t You Want Me” in the shower. They seem to relish the oversized water stream as a voiceover sings the product’s praises, but the crooning turns to screaming when a toilet is flushed.
“We’re very pleased with it,” said Stanzi Prell, director of communications for the Fort Collins, Colo., manufacturer. “A lot of people sing in the shower, and this was just a good way to make that connection.”
Prell said she put the $8-10 million account in review last summer because the com pany was “just too small a fish” for FCB San Fran cisco, which worked on the account for 14 years. “It just didn’t work out,” she said.
Ian Beavis, president of FCB’s San Francisco and Seat tle offices, acknowledged that the agency’s focus on landing dot-com accounts hurt client service on established business.
“We are sorry to part ways with them,” said Beavis. He added that he has improved client service.
“We now have in place the right people and the right structure to ensure a proper level of service,” he said. “That’s one account we would sure like to have back.”
Court Crandall, Ground Zero creative director, said the new work is designed to showcase the Cascadia, which has been available for a year.
“You can see why the company’s been so successful,” said Crandall. “You just look at the product and you know it is an extraordinary shower. We want to reinvigorate the brand and add some coolness to the Waterpik name.”
Ground Zero Debuts First Work for Waterpik
