American Standard Cheekily Parodies Silicon Valley In New 'Porcelain Valley' Campaign
How does a 140-year-old established plumbing fixtures brand demonstrate its commitment to leading innovation? Borrowing from the geek-tech associations of Silicon Valley, American Standard’s new campaign portrays the company in the innovative world of “Porcelain Valley.”
In a multimillion-dollar, multi-channel effort breaking November 1, Porcelain Valley serves as the backdrop and breeding ground for all of American Standard’s new technologies and life-changing products. A cast of nerdy product engineers designing and attempting to create revolutionary plumbing innovations is featured in a laboratory-like work environment.
In addition to films/spots introducing the Porcelain Valley platform, there are product-specific executions detailing advancements like a self-cleaning toilet and remote touch shower. Additionally, the campaign includes an unveiling film featuring the head of Porcelain Valley (a send-up of the way computer/phone companies use their leaders to announce new products).
The campaign consists of television, social, digital, print and in-store content. Media programming includes sports (ESPN, NCAA Football) and home/shelter (This Old House, Real Simple).