Dacor wants the world to re-imagine what a luxury kitchen should look like. At the same time the American luxury home appliance brand is planning on disrupting the marketplace. A luxury kitchen is masterpiece, one similar to fashion designs. This is exactly where Dacor is going with their new concept, an innovative solution of next generation creative tools for luxury home appliances.
The Modernist Collection is stunning and was developed by El Segundo-based agency, Team One. This campaign captures the Dacor Modernist Collection in a style reminiscent of fashion advertising and will run in market through December.
The Modernist Collection takes Dacor’s legacy of tech-craft to the next level by applying radical, relevant innovation with craftsmanship, skill and artistry developed over decades to profoundly re-imagine the luxury kitchen. This latest suite of Dacor appliances represents the evolving role of the luxury home kitchen, and a new vision for what luxury kitchens can be.
By blending leading technology and innovation with luxury aesthetics and premium features, the Modernist Collection champions the affluent kitchen as the most important place to connect and create unforgettable meals. Complete with Wi-Fi connectivity and easily controlled by the Dacor Kitchen iQ app, the Modernist Collection of sophisticated, but inviting next-generation creative cooking, cooling and cleaning appliances allow users to check on dishes while they’re cooking, adjust time and temperature, and double-check the need for an ingredient in the refrigerator from any location using the iQ app.
First seen during the live broadcast of CBS’ Emmy Awards, Dacor’s “Let the Show Begin” campaign depicts a pristinely tailored and impeccably dressed supermodel, Carolyn Murphy. Murphy assesses a sterile white kitchen space, and then violently destroys it with a sledgehammer and chainsaw. In the blink of an eye, the space is transformed. Later, she purposefully strolls through her new kitchen with admiration, caressing the surfaces and interactive touch screens of the graphite stainless steel stove top, refrigerator and oven, which are all part of the Dacor Modernist Collection of appliances. The spots close with a group of friends gathered in the kitchen as it comes to life for an unparalleled culinary performance.
Each of the 15-second, 30-second, and 90-second spots, feature voiceovers that reinforce the visual kitchen revolution with comments such as, “For years, the kitchen has been ruled by rules. It’s time to set it free.”
In addition to the new video content, complementary print and digital ads will run through December and hone in on individual hero products from the Dacor Modernist Collection. Sample placements include the Modernist 48″ Dual Fuel Pro Steam Range featured alongside the theme line, “the status quo is starting to sweat,” followed with a full product description.