American Standard Parodies Silicon Valley In New “Porcelain Valley” Campaign
November 16, 2017
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 that premiered this month, Porcelain Valley serves as the backdrop and breeding ground for all of American Standard‘s new technologies and 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 and 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 and phone companies use their leaders to announce new products). The new work can be viewed at: http://www.solve-ideas.com/american-standard-porcelain-valley-campaign/.
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).