Weiman, maker of specialty surface cleaning products, is out with a new campaign featuring first work from recently appointed AOR Hanson Dodge.  

In a category dominated by functional messaging, Weiman’s campaign instead focuses on a key consumer insight – how clean surfaces are a reflection on the user.   

The tag line is “Your Kitchen Says A Lot About You” and it is the surfaces and appliances that do the “talking” in the new ads. The main idea: Weiman leaves surfaces so clean, shiny and protected, they can’t help but brag.   

Three television spots anchor the campaign, which will also include digital display and paid social.  

In “Stainless Steel,” a newly polished refrigerator praises her owner for its superior shine. “Granite” features an Italian granite counter enjoying the feel as it is cleaned. And an electric “Cooktop” is tickled with glee as it receives a superior shine.  

According to Weiman CMO Jon Bellante, the campaign’s approach with its memorable talking surfaces and appliances will “set us apart” and drive awareness for the brand.   

Advertising will appear across national, local and streaming media.