Loomis Promotes Carpet Cleaner | Adweek Loomis Promotes Carpet Cleaner | Adweek
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Loomis Promotes Carpet Cleaner

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The Loomis Agency's first campaign for Stanley Steemer aims to pull the rug out from under the competition.

The Dallas agency is breaking three 30-second television spots for the carpet-cleaning service this month.

The ads, set for local network affiliates and cable channels in major Texas markets, showcase package deals punctuated by an infectious new jingle.

"The idea was to create communication that not only reflected the attributes of the brand, but something that drove people to want to call," said Mark Sullivan, executive creative director at Loomis. "It's easy to remember the sound bite, 'Stanley Steemer gets carpet cleaner,' even if [viewers] don't remember the spots."

Loomis' past work for Dalworth Carpet Cleaning helped that firm dominate the Texas rug and upholstery service market. Now the shop wants to generate the same success for Stanley Steem-er, along with a bigger piece of the company's national advertising budget.

One commercial shows a Stanley Steemer employee literally vacuuming the sales pitch out of a dingy carpet. In a second spot, a worker exposes the words "$99 Special" on a stained tile floor.

For a "special clean and protection package," Loomis employed animation reminiscent of Honey, I Shrunk the Kids. Ominous music sets the tone for "The Jungle," which depicts microscopic dirt and bugs hidden deep in carpet fibers. Janimation of Dallas created the visuals, which flow seamlessly into a live-action shot of a steam wand passing overhead.

Loomis solicited and won the$5-10 million regional Stanley Steemer account in January shortly after its 12-year relationship with Dalworth came to an end.

Stanley Steemer operates 250 franchises throughout the U.S. The Columbus, Ohio-based company spends about $40-50 million on advertising annually, according to the agency.

Loomis president Mike Sullivan said Stanley Steemer's business doubled in Dallas and Austin, Texas, after the television spots were test marketed. The work will break in other major markets, including Buffalo, N.Y., throughout the year.

Production credits go to art director Allan Eskew; director Michael Oleksinski, a veteran experienced in combining live action and animation, and copywriter Michael Tuggle.