• by Fern Siegel , 2 hours ago

Kitchen appliances maker Cuisinart is showcasing its wares in a new brand campaign.

Created by Fallon, "Dreams"builds on last year’s "A Work of Cuisinart" to locate the kitchen as key for younger modern families, the target demo.

This is Cuisinart's largest media investment to date, running across various channels, including cinema, TV, digital and retail.  Spots are here, here and here.

Set to the Roy Orbison’s song “In Dreams,” each ad ends with: “A kitchen that cooks like a dream” is “a work of Cuisinart.”

Thales Soares, vice president of marketing, Cuisinart, said: “This new campaign positions Cuisinart as the go-to brand for this influential audience, while showcasing the essence of what the brand stands for: inspiring people to cook great food with the way it looks, the way it cooks, and the joy it creates.” 

Directed by Michael Hili, most of the visuals are created via in-camera effects — from floating eggs to stop-motion latte art cats. The work highlights various products, such as air fryers, coffee makers, cookware and cutlery.

“This campaign captures what it feels like when everything in your well-appointed Cuisinart kitchen is just humming,” said Leslie Shaffer, Chief Creative Officer at Fallon. “We’ve created an artful dream world.”  

Cuisinart is owned by Conair Corp.

Fallon, a subsidiary of Publicis, has done client work for Disney, Arby's, American Home Shield, Walmart and Key Bank.