Carmichael Touting Luxury Loos

American Standard Ads Underscore Solace of a Quality Bathroom
CHICAGO–Carmichael Lynch takes an aspirational look at bathrooms in its latest work for American Standard’s U.S. Plumbing division.
The Minneapolis shop’s consumer campaign positions a bathroom fitted with American Standard fixtures as a place of solace.
“This is where it all doesn’t happen. The place where peace and quiet first met,” reads one
ad, featuring a lush photograph of a bathroom. The campaign is tagged, “Bathrooms made for
the soul.”
The work is CL’s first for the Piscataway, N.J., company since it reacquired the account from the Richards Group in Dallas late last year.
Account executive Joe Summary, who heads CL’s American Standard business, described the new work as an evolution of the agency’s previous campaign, which was tagged, “We want you to love your bathroom.”
“The old campaign spoke about how we understood the universal truths of the bathroom,” he said. “Today we have a consumer who thinks about life differently.”
Research showed consumers today consider themselves sophisticated shoppers drawn to quality. Taking that into account, CL chose to focus on the company’s Savona, Heritage and Reminisence luxury lines, said group account director Roman Paluta.
The $3 million effort appears in July issues of consumer home specialty magazines such as Architectural Digest, Coastal Living and Metropolitan Home.
In March 1998, American Standard moved the account from CL to The Richards Group in a consolidation. The company gave it back to CL nine months later. Summary attributed the move directly to the new creative direction.
“I think our understanding of the trend of this new luxury mindset was of great interest to the client,” he said.
CL plans a fall campaign for an even higher-end brand, Absolute/Porcher.
CL last year won Creative Excellence in Business Advertising’s top award for its American Standard ads.
The work was also a finalist for a Kelly award last year, Paluta said.