Shop Vac Fills Vacuum

Wet/Dry Leader Returns After Ad Hiatus
DETROIT–Shop Vac Corp., a leader in wet/dry vacuum technology, returns after a three-year advertising hiatus with a campaign from its new agency, Bozell Worldwide in Southfield, Mich.
A new 30-second TV spot, “Elephant,” breaks tonight during ABC’s Monday Night Football. It will run through the end of the year on network and cable channels, including ESPN, The Learning Channel and The Discovery Channel, said Rob Elliott, managing partner of Bozell’s multi-products group. The campaign includes a new tagline: “The only thing more powerful is our name. Shop Vac.”
The Williamsport, Penn.-based company spent no money on advertising in 1996 or 1997, according to Competitive Media Reporting. Beginning with this new campaign, though, Shop Vac will earmark $4-6 million annually for advertising efforts, said Larry Tempesco, vice president of marketing.
“Elephant” highlights a new product, the Quiet Pump Vac, that is intended to make wet vacuuming easier. The spot features an elephant removing water from a flooded basement with its trunk. In order to dump the water, though, the elephant is forced to lumber up a creaking staircase. Consumers who have a similar problem with wet vacuuming, a voiceover explains, will benefit from the new QPV’s hose outlet for easier water removal.
The new spot is also intended to build overall awareness of the brand, Elliott said.
“[Shop Vac] invented the category that they now compete within,” Elliott said. “This will differentiate them from their key competitors.”