• by Steve McClellan  @mp_mcclellan, March 8, 2023

Kohler is out with a new campaign celebrating its 150^th anniversary and its latest smart toilet. 

Douglas Friedman has created a new TV spot that “reimagines” Kohler’s 1981 “Toilet In The Road” ad (portraying a toilet as a work of art).

The new work, shot in Marfa, TX, showcases the Numi 2.0 Black Smart Toilet, Kohler’s most advanced smart toilet.

“I was intrigued by how the Numi looks like a piece of art,” said Friedman. “It’s unusual and striking and you don’t know what it is initially. It’s a beautiful thing.” said Friedman. “We could have shot anywhere, and it would have been easier, but the only place ever considered was Marfa, Texas. We were all so energized by being there. It was so inspiring to bring the crew there, engage the local talent, and harness the power of Marfa – the home of minimalist art.”

Video and TV ads will further highlight Numi 2.0’s latest smart toilet technology, including ambient colored lighting and automatic open/close, a built-in speaker system, and personalized settings that let people control preferences for bidet functions and comfort. 

PMG handled media for the campaign which includes TV, CTV, print, OOH, digital, social, display, shopping and search.