GSD&M Emboldens Kohler

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On Monday, Austin agency GSD&M broke its first television work for Kohler bathroom fixtures since winning the account last year. Though the longstanding tag, "The bold look of Kohler," remains, the new work puts the emphasis on bold. In one spot -- all of which were directed by Partizan's Dominik Murphy -- the members of a rock band trash a hotel room but are mesmerized by the Kohler-equipped bathroom. In another, a couple race each other home to the shower, shedding all their clothes along the way. But a rock band? Are restless anarchists really in the market for this stuff?

"We didn't want to do a commercial where the target immediately knew they were being spoken to," says co-group creative director Jeremy Postaer. "We wanted to do a total head-fake. The people that we're trying to talk to are the influencers. People who are into design and movies and art in general."

"It is a fashion brand," explains co-group creative director David Crawford of the campaign, which is accompanied by vivid print work shot by chic photographer David LaChapelle. "How people decorate their home is where their personality comes out more than anywhere else."

Another spot in the campaign merges the values of style and taste. At a fashionable party, a stylish young woman and a blind hipster discuss how nice their host's house is before the young man excuses himself. After washing his hands in the bathroom he returns. "You should see the bathroom," he says. "A hip young guy saying you should see the bathroom is a fashion statement," Postaer says. "A 40-year-old guy saying it is pandering."

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