Young & Laramore's winning presentation for Stanley Steemer's $35 million account used sophisticated humor that showed dirt as a normal part of daily life, executives said.
The Indianapolis agency bested finalists Cramer-Krasselt, Milwaukee, and Hanft Byrne Raboy & Partners, New York, for the Dublin, Ohio-based carpet-cleaning service, said Ismael Sapoval, client vice president of marketing.
"They didn't present beat-you-over-the-head advertising, but more real-life humor that left you nodding your head saying, 'Yeah, that's Stanley Steemer.' " Sapoval said of Y&L's offering.
Y&L's win includes creative duties for Stanley Steemer's national advertising and its franchisees.
The latter had been handled by The Loomis Agency, Dallas. The national creative business was previously at Holcomb Gallagher Adams in Columbus, Ohio, which was in the review through a cut to six shops, then pulled out, sources said.
Empower MediaMarketing, Cin cinnati, continues to handle national media buying and planning, which was not part of the review. Loomis will continue to handle media buying for the franchisees, Sapoval said.
Originally, 18 shops were invited to pitch strategic and creative concepts in July. A cut was made to six agencies, followed by presentations last month and a final cut to three.
Final presentations were made before Sapoval, the company's senior marketing and management team, and representatives from three franchisees, said Paul Knapp, shop president.
Knapp, evp, strategic planning Tom Denari and creative director Carolyn Hadlock led Y&L's pitch.
Stanley Steemer sought a creative approach that positions it in consumers' minds as a service they think of even when there's no stain on their carpet, Sapoval said. The company also wanted a shop that could address its expansion into air-duct cleaning, tile and grout services, water extraction and carpet sales, Sapoval said.
A new campaign is slated to break in March to coincide with an annual franchisee conference, Knapp said. The long-running tagline, "Tough on dirt, gentle on carpet," will likely remain, Sapoval said.
In the client's previous work from HGA, a boy with an ice cream cone jumps on a chocolate-syrup bottle, dousing a white carpet.