There’s Nothing but Love in This Song Written for... a KitchenAid Dishwasher?

KitchenAid, together with the brand’s in-house agency WoW Studios, launched a new campaign for North America begging the question, can someone actually fall in love with a dishwasher? Based on hundreds of 5-star reviews written like love letters to the brand, the answer is definitely, 'yes'.

The lyrics for the original track created by Barking Owl were made entirely from a real 5-star review left by user GermanIris about the KitchenAid 360° Max Jets Third Rack Dishwasher. Together with vocals by Sam Nelson Harris of the X Ambassadors, a love song was born. But 'Love the Racks' isn’t just any love song, nor does it feel like your typical ad. It’s a complete earworm that will find you singing “racks on racks on racks” when you least expect it.   

"This is just the beginning of a new era of our brand strategy. With our incredible portfolio of distinctive brands, our job is three-fold: get attention on our brands, make them memorable, and ensure we are intersecting consumers’ lives in relevant ways to drive preference," says VP of marketing, Shannon Blakley. 

“Not many times you have the chance to write a love song especially to a dishwasher. This love song is proof of how KitchenAid is reimagining the way we connect with our fans, and a testament that people love our major appliances as much as they love our stand mixers,” said Luis Ramirez, chief creative officer for WoW Studios.

Like any great song, WoW Studios together with director Ben Hansford of Dictionary Films, made a full length music video to accompany the launch. Visually stunning choreography of clean plates and silverware became the backdrop to real choreography from background dancers, Sam Nelson Harris and of course, the KitchenAid 360° Max Jets Third Rack Dishwasher. Complete with a rain scene, this video left no detail untouched. 

I don’t think I’ve ever seen a dishwasher show up in such a bold way, but what makes it great is that it wasn’t just born from our wild imaginations, but taken straight from the consumer’s real love for their KitchenAid dishwasher–a chore where “love” is never the first word that comes to mind,” says creative director Sarah Uchison.

Creative director Emily Walton says, “It was important to us to craft a song that stayed 100% true to the original review, and that didn’t feel like a traditional ad or jingle, but rather a song you’d love to sing along to and obsess over before ultimately realizing that you were singing about a dishwasher.”

These efforts will be supported by a full-funnel campaign, which includes new creative that will run across Digital and Social platforms as well as ecomm and retailer specific work produced entirely in-house.