Dacor Film The Remodel by Team One Los Angeles

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The Remodel

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Industry Household maintenance & pet products, Home Furniture
Media Film
Market United States
Agency Team One Los Angeles
Chief Creative Officer Chris Graves, Eunjou Min
Associate Creative Director Alex Smulian
Creative Director Phil Henson, Ryan Didonato
Art Director Ryan Davis
Copywriter Jason Whitehead
Production Serial Pictures
Director Fabien Baron
Released September 2017

Credits & Description

Media: Web Film
Category: Home appliances & furnishings
Client: Dacor
Agency: Team One
Production: Serial Pictures
Country: United States of America
Chief Creative Officer: Chris Graves
Chief Creative Officer: Eunjou Min (Dacor)
Creative Director: Ryan DiDonato
Creative Director: Phil Henson
Copywriter: Jason Whitehead
Art Director: Ryan Davis
Producer: Kerry Ko
Producer: Dina Ciccotello
Assoc Creative Director: Alex Smulian
Executive Producer: Sam Walsh
Executive Producer: Rana Martin
Executive Producer: Maxwell Gosling
Visual Effects: Chimney
Editor: Frank Snider
Strategy Director: Lorraine Ketch
Head of Production: Cristina Matracia
President: Julie Michael
Management Director: John McGonigle
Digital Management Supervisor: Chris Sherman
Group Media Director: Michele Fukumoto
Senior Digital Director: Grace Teng
CMO: Etienne Houseknecht (Dacor)
Director/Photographer: Fabien Baron
DP: Phillippe LeSourd
Founding Partner/Executive Producer: Violaine Etienne
Line Producer: Cindy Becker
Editorial: Rock Paper Scissors
Head Flame Artist: Peter Tornestam
Original Music: Future Perfect
Partner/Composer: John Connolly
Record/Mix: Juice Studios
Sound Mixer: Bob Gremore
Sound Designer: Bruce Bueckert

Synopsis:
Team One, a fully integrated advertising agency that specializes in working with premium and luxury brands, has created the first creative campaign for Dacor’s luxury home-appliance line.
The work broke in various media on Sept. 17, including TV spots during the live broadcast of the Emmy Awards on CBS.
The work—for Dacor’s new collection, The Modernist—carries the theme line, “Let the show begin.” The work was shot in the style of fashion-advertising and will run in market through December.
A full 90-second spot will live on the Dacor website, with shorter versions running during the Emmy’s, on the web, and across social media. The spot and its variations depict a fastidiously tailored and impeccably coiffed supermodel, Carolyn Murphy, assessing a sterile white kitchen space and then using various tools, such as a chainsaw and sledgehammer, to violently destroy it for the purposes of a remodel.
In the blink of an eye, the space is transformed, and the same woman practically caresses the surfaces and interactive touchscreens of the stovetop, refrigerator, oven and countertops, part of The Modernist collection of appliances, shown in rich, graphite stainless steel. Almost as suddenly, a group of her well-heeled friends burst into the kitchen, ready for a festive gathering.
Two 15-second “teasers” and one 30-second spot will run throughout the broadcast to tell the story of the remodel—and it is the only TV buy for this campaign. “For years, the kitchen has been ruled by rules,” a female voice says during one of the shorter spots. “It’s time to set it free.” In another, the voiceover says, “The kitchen has been treated like a museum for far too long. It’s time to make a little noise.”
“In collaboration with Team One, Dacor seized the opportunity to disrupt a category that has traditionally focused on the kitchen for pro-style cooking or as a design museum, while missing the fact that kitchens are about collaborating and entertaining,” said Etienne Houseknecht, director of marketing at Dacor.
Housenecht added, “Consumers are yearning for products that appeal to their aspirations of being a modern entertainer. Dacor is excited to be introducing its new line of next generation creative tools to inspire creativity, experimentation and play.”
Each print ad features a single appliance from The Modernist collection such as a refrigerator or stove, with the theme line, “The status quo is starting to sweat,” and in smaller print, a description of the product’s capabilities.
The strategy behind the work was inspired by learnings from Team One’s Global Affluent Tribe(GAT) research. GAT, a continuous study since 2010, focuses on the lasting values and emerging expressions of how affluent consumers, around the world, aspire to live.
“Stereotypically, the affluent lifestyle was personified by unapproachable individuals and their out-of-reach objects put on gallery-like display behind velvet ropes,” said Mark Miller, chief strategy officer at Team One. “That stereotype has since been replaced by the actuality that modern affluents place a real value on deep, not superficial, relationships, and prioritize meaning over mere possession. In turn, the idea of kitchens as museums needed an update.”
Team One handles all creative, digital, experiential, media planning and buying for Dacor. The shop also has created behind-the-scenes content for the client’s web site and is involved in product development.
All creative executions are intended to drive customers to the Dacor web site to further interact with the brand and its place among modern home entertainment.