Kohler is out with a new campaign celebrating its
150th 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.”
advertisement
advertisement
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.