Mccann-Erickson Projects Images Of Warmth, Shelter In First Campaign For Fleetwood Homes

McCann-Erickson highlights quality of workmanship in its inaugural campaign for Fleetwood Homes and has picked up an additional recreational vehicle assignment from the manufactured housing builder.
The Los Angeles shop, which won the estimated $20 million account last September, broke three 30-second TV spots for the client last month. The ads, titled “Walls,” “Windows” and “House,” describe the Fleetwood home from each of those perspectives. The similar spots demonstrate the quality of the houses by focusing on the warmth and security they provide.
“Walls” opens with a view of a Fleetwood living room, as a voiceover explains: “If these walls could talk, they wouldn’t tell you about the quality wood Fleetwood uses, but of 6-year-olds eating s’mores for the first time.” The view then switches to an image of two little girls that is projected on the living room wall.
The other two spots discuss various Fleetwood features, including brand-name appliances, inspections and custom cabinets, all highlighted through such projected images as surprise birthday parties, babies and family dinners.
Each ad ends with the line “The quality that counts most at home is the quality of life inside,” and the tagline, “Quality for life.”
“The campaign is a fabulous opportunity to get consumers’ perceptions up to the quality that Fleetwood [possesses],” said Hank Wasiak, McCann’s executive vice president, managing director. “The campaign touches some wonderful emotional chords.”
The campaign, also featuring radio, print, outdoor and new media ads, will continue throughout the year in selected markets across the country.
Separately, the Riverside, Calif.-based client has assigned its recreational vehicle business to McCann without a review. The account was previously handled by DDB Needham’s Los Angeles office.