By Taruka Srivastava | Freelance journalist

August 9, 2022 | 2 min read

American faucet brand Moen has helped King Midas overcome his curse in its latest campaign.

The campaign, titled ‘King Midas,’ is based on the titular mythological king who turns everything he touches to gold, rendering it useless. The film features the king being frustrated by his curse till he uses the touchless Moen Smart Faucet with Motion Control to fill a cup with water. The Moen’s Smart Faucet with Motion Control uses new sensor technology to allow users to turn water on and off and control temperature without having to place a finger on it.

Created by Havas Chicago, the film will run across digital and social media ads.

Myra Nussbaum, president and chief creative officer of Havas Chicago, said: “Moen makes it easy to develop effective advertising because its products, like the Smart Faucet line, are groundbreaking in the industry. Not only will the first truly touchless faucet be a game-changer for people with messy kitchens and hands everywhere, but King Midas also finally has something that doesn’t fall victim to his curse.”

“Our real-time data showed that our customers were increasingly choosing to operate their Moen Smart Faucets by using the hands-free sensor, in addition to the voice-control features,” added Mark-Hans Richer, senior vice-president, chief marketing and innovation officer, Fortune Brands Water Innovations.

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