22squared modernized classic tales in a new DXV by American Standard campaign

Ads, Creativity

Fully integrated ad agency 22squared has launched new work for DXV by American Standard, a portfolio of luxury bath and kitchen products.

22squared created the “As Told By DXV” campaign which reimagines classic works of literature – like Alice’s Adventures in Wonderland, Beauty and the Beast, and Strange Case of Dr. Jekyll & Mr. Hyde – to demonstrate to affluent home owners and designers the brand’s ability to create a personal story for their kitchen and bathroom.

Running in print, digital and social media, the campaign includes three new ads “Strange Case of Dr. Jekyll & Mr. Hyde”, “Beauty and the Beast” and “Alice’s Adventures in Wonderland.”

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In the “Strange Case of Dr. Jekyll & Mr. Hyde” ad, the visual is one of a man with an image of a looming and intimidating face tattoo sprawled across his back. However, in looking at the mirror and his surroundings, one notices his other side is otherwise elegant and tasteful – playing off the two-sided character of Dr. Jekyll and Mr. Hyde. In the “Beauty and the Beast” ad, a young girl is taking a sudsy bath with her “beast”, her pet dog, in a modern twist to the classic tale. Both ads invite viewers to “tell your story” with DXV.

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In the “Alice’s Adventures in Wonderland” ad, a young fashionable women in a blue dress, in a nod to the original Alice, looks towards a cat, in a nod to Cheshire Cat, and the glowing SpaLet by DXV, another nod to Lewis Carroll’s tale, this time to the infamous rabbit hole. The ad states: “Every home has a story. Tell yours with the SpaLet by DXV.”

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  • Chief Creative Officer: John Stapleton                                      
  • Group Creative Director: Curt Mueller                                                                                                  
  • Creative Directors: Clarence Bradley, Todd Nolley                                                                                             
  • Producers: Jodi Godwin, Anna Askew
  • Account Supervisor:  Katie Bollock
  • Photographer: Chris Crisman