Mad Men's John Slattery Injects Some Class Into Honeywell Ad By Mono
Honeywell is launching the world’s first Wi-Fi thermostat with voice control through a new campaign starring Mad Men’s John Slattery, created by mono. The campaign centerpiece is a TV spot that just launched and re-imagines category advertising by bringing to life the possibilities of a futuristic world in which everything works like the new Honeywell thermostat. In the spot, Slattery, with his cool sophistication, asserts control of his home through a series of verbal commands and paints a picture of domestic bliss – requesting a beer, listening to a keytarist plucking out dance tunes that don’t quite fit the mood and replacing with a trio of jazz musicians, and a Japanese steakhouse chef.
The campaign – which will air with prime placements in late night programming like The Tonight Show with Jimmy Fallon and Saturday Night Live – builds on a digital campaign that launched earlier this year, featuring interactive banners that starred Slattery reading viewers the news. With an eye to engaging early adopters and influencers, this new campaign continues to demonstrate Honeywell innovation through marketing that is equally innovative – showing how Honeywell is leading the way in creating the consumer-friendly, smart technology of the future.
The campaign takes category advertising in a new direction. Instead of focusing on the product feature of voice control, it is a human campaign that brings to life the products’ ability to respond to peoples’ needs.
The spot was directed by Allison Maclean, who has directed episodes of the critically acclaimed series “Sex and the City,” “Carnivale,” “The Tudors” and “The L-Word” as well as such films as the Cannes-nominated “Kitchen Sink”, the Cannes selection “Crush” and the winner of the Little Gold Lion at the Venice Film Festival “Jesus’ Son”.
Credits
Client: Honeywell
Agency: mono
Production Co.: Park Pictures
Director: Alison Maclean
Edit Houses: Cosmo Street
Visual Effects/Online/Graphics: ArtJail
