JennAir, Whirlpool’s luxury brand, has launched two new films for its 'Bound By Nothing' campaign. The spots, created by Digitas and MSL as a Publicis Power of One Solution called Darkhorse, will be shown at the Architectural Digest Design Show (ADDS) in NYC.
The two new films, 'Mannequin' and 'Duet,' are visual representations of JennAir’s desire to drive progress in the category and break expectations around the meaning of luxury.
In 'Mannequin,' the heroine steps into a world marked by old luxury’s plasticity – alluding to the competition’s plastic craftsmanship. She rejects this strange indoctrination and traverses into a new world. 'Duet' introduces two new designs, Rise and Noir, that depart from the kitchen category’s stainless-steel sameness. Characters in the film dance to a rigid waltz, going through the same old motions: the moves they have been programmed to perform. Two dancers reject the routine and move defiantly towards progress as the features of the designs swirl in.
The spots will appear across digital and out-of-home advertising, including Hulu, movie theaters, programmatic, YouTube, on social channels, influencer engagement, and through a partnership with Vice.
Agencies: Digitas, MSL