Whirlpool Targets Modern Families With New Ads

Whirlpool and its agency DigitasLBi are taking a new tack with the brand’s ongoing “Every day, care” campaign speaking to families that don’t fit the traditional mom, pop and two kids mold.  

One 60-second spot titled “Dad & Andy” highlights the challenges and rewards of being a single father. "We used written notes to carry the story because they're something everyone can relate to - and there are few things more special to a parent than a handcrafted expression of gratitude," says Morgan Carroll, Executive Creative Director, DigitasLBi. 

"As a father myself, it's reassuring to know that not only are these chores valuable, but in those rare and quiet moments, they are also appreciated,” says Carroll. “Rather than focus on features and technology, we are depicting the reality of everyday life. Cooking, cleaning, and washing clothes can often feel like thankless tasks. With 'Dad & Andy,' we wanted to show the significance of this everyday care, specifically amongst the growing population of single fathers."

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Another spot titled Finding Time illustrates the challenges of being a single parent and how using Whirlpool's Frozen Bake technology can save them time. 

These ads run on TV, online, Whirlpool.com and social channels.Whirlpool and DigitasLBi originally launched the Every day, care campaign in October 2014 to connect Whirlpool's portfolio of products to the "value of the everyday care we give our families."  Since then, the brand has seen lifts in preference, purchase intent, and market share.

As Whirlpool’s agency of record since 2006, DigitasLBi is responsible for all above-the-line creative, digital creative, media planning and technology. The Publicis Groupe-owned agency is also responsible for KitchenAid, Maytag, Jenn-Air and Amana brands.

 

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