22squared modernized classic tales in a new DXV by American Standard campaign
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.”
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.
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.”
Credits:
22squared
- 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