• by Larissa Faw , August 16, 2016

Havas Chicago is launching its first Moen TV campaign since winning the account in December. The "Buy It For" campaign retains Moen's 23-year-old "Buy itfor looks. Buy it for life" tagline, while updating creative to show what the agency believes are authentic real-life moments.

Under the new campaign, the Little Guy TV spot conveys a message about the father-son bond as the nervous dad gives his son a bath for the first time, using a Moen faucet, of course. The voiceover proclaims that some people may buy Moen for the warranty or design, but he bought it for the bonding time.

The spot ends with: “there are many reasons people buy Moen, find yours." 

The Dog spot showcases how dogs are our most loyal companions with a woman taking a shower, while her pet dog won’t let her do it in peace. 

"The work needed to feel real and represent actual life," says Ecole Weinstein, group creative director, Havas Chicago. "We didn't want to show the contrived, happy versions of family and life in typical advertising spots." 

There will be two more TV spots in Q4, as well as two online videos in Q3/Q4. TV is running through mid-November on major TV networks, including CBS, HGTV, Food Network, USA and the Cooking Channel. There is also a print component in Traditional Home, Sunset and Bon Appetit.

In addition, there will be online radio as well as social media support. The integrated messaging and concept tie across all media efforts.

Parent company Fortune Brands Home and Security, which also owns MasterLock and Norcraft, says it is focusing on Moen during the latter part of the year, according to its most recent call with investors. 

The company spent $195.4 million on advertising in 2015, down from $200.4 million in 2014. Advertising costs include product displays, media production, and point-of-sale materials. Cooperative advertising costs were $63.4 million and $66.8 million in 2015 and 2014, respectively.