CL Creates Domestic Drama for Champion

CHICAGO American Standard introduces its latest toilet with its first television spot in recent memory from Carmichael Lynch.

The spot from the Minneapolis agency, which broke last week, shows a man running in slow motion through his house to grab a plunger. After dashing back to the bathroom, water starts to pool under the door and he drops to his knees in anguish. Supported by a dramatic soundtrack, the spot goes on to describe the Piscataway, N.J., company’s new Champion toilet, which promises virtually no clogs.

The spot will air on national cable networks including ESPN, A&E, the History Channel and TLC. A corresponding print campaign will run in magazines such as Better Homes and Gardens, People and Newsweek. Print ads feature headlines such as, “Flush once. Never look back” and “Consider this your plunger’s two-week notice.”

Spending for the effort was not disclosed. American Standard spent $4 million advertising its plumbing supplies last year, according to Nielsen Monitor-Plus.