Once again, Havas Chicago has transformed a household utility into a source of inspiration with one of its newest campaigns, “Power Clean,” for faucet maker Moen. The campaign kicked off with two cinematic spots that highlight the technology behind Moen’s contemporary products. Paul Hirsch tells us how his team moved past the obvious and got creative to produce each of these inspirational spots.
Is it challenging to create an intriguing spot about utility household items, such as a faucet?
It can be, but Moen is an innovative company at heart. And they appreciate our determination to break category norms in advertising. With their support, we found a new language to talk to people about the benefit of Moen products and the inspirations behind them.
What was the insight that led to the narrative of this campaign?
The key challenge was to show Moen’s innovative spirit in a way that hasn’t been done before.
Who is the target audience?
Women and first-time homeowners.
How important is it to highlight the technology that powers the product?
That’s the whole point. They’re proud of their innovations—and they should be. Moen is the category leader and innovation is what drives that merit.
Anything unexpected when making these ads?
This is a new campaign direction for the brand. The category is all about lifestyle, and we wanted to talk about something people actually care about. We upended category conventions to talk about innovation in a new and exciting way.
Agency: Havas Chicago
Chief Creative Officer, N.A: Jason Peterson
Executive Creative Director: Paul Hirsch
Group Creative Directors: Jon Eckman, John Nussbaum
Senior Copywriter(s): Bob Howe
Senior Art director: Maxwell Billings
Head of Production, N.A: Dave Evans
Executive Producer: Brigette Whisnant
Director of Business Affairs: Bonnie Hamilton
Senior Business Manager: Sylvia Sanchez
Managing Director: Amy Merchant
Account Director: Marissa Jaeckel
Account Executive: Melissa Gildner
Director: Irv Blitz
Executive Producer: Emma Wilcockson
Line Producer: Christian Luedke
Editorial Company: Whitehouse Post
Sr. Editor: Josh Bodnar
Sr. Audio Engineer: Dave Gerbosi/Another Country
Executive Producer: Kristin Angeletti
Post Producer: Lauren Connolly, Whitehouse Post; Casey Swircz, Carbon VFX; Tim Konn, Executive Producer, Another Country
Colorist, Company: Maria Carretero, Carbon VFX
Color Assist: Jacob McKee, Carbon VFX
Conform Artist, Company: Matt Bregger, Carbon VFX
Post VFX Supervisor, Company: Matt Bregger, Carbon VFX
Music Composer, Company: Future Perfect
Executive Producer: Maxwell Gosling
Composer/Sound Design: Ben Pacheco