Kärcher's Dynamic Spot Brings the Wow Back to Your Home

After the eye-catching debut of antoni_boost for Kärcher, the next big campaign has arrived: ‘Bring back the Wow to your Stage’ stages the hard floor cleaner range of the global market leader as surprisingly as dynamically. 

The cleaning specialist – with 13,500 employees globally – had chosen antoni at the beginning of 2019 to implement the modernisation of its brand. After the two debut works of the specially founded Customised Agency, antoni_boost, for battery-operated garden tools and high-pressure cleaners – both spots were eye-catchingly realised by director Paul Ward for STINK Berlin at that time – the new campaign is about a 360-degree campaign in the indoor segment. 

‘Bring Back the Wow to Your Stage’ focuses on the ground on which you live. It is the stage for everyday life, and the campaign pays tribute to this in larger-than-life images. With director Madja Amin of Halal Amsterdam, several films and stills were produced for channels such as TV, social media, print, POS and digital. 

The ingredients of this campaign include Kärcher appliances, dust rain, colourful colour explosions, smaller misfortunes, an iguana, various artistically realised moments of everyday life and a song specially composed by Raven Artson (‘Baggy Dream Remix’). 

"With the new campaign we have come a step closer to our goal of rejuvenating the Kärcher brand. We are delighted that we have the absolutely right partner at our side with antoni_boost, who brings our ideas to life in such an extraordinary and creative way", says Bernd Rützler, executive vice president corporate marketing and brand management at Alfred Kärcher SE & Co. KG. 

"We thought that the topics of floor cleaning and dirt deserve a little wow. I think we succeeded", says Matthias Schmidt, creative managing director of antoni. Kirsten Frenz (CD) and Alex Petrache (senior copy), the creative team on Kärcher, are also very satisfied with the result: "Wiping the floor sounds a bit boring at first. But in close cooperation with the client, we left out the clichéd images and thus arrived at a result that leaves an impression".