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If you're asking consumers to spend five grand on a stove, you'd better at least be "smart and clever" about it, says Renee Miller, co-CD at The Miller Group, Los Angeles. In a new print campaign for the Wolf Range Co., Miller says she and co-CD Michael Kadin had the added task of targeting "serious cooks, rather than people who just want to buy a stove to match their kitchen."

With that in mind, a series of ads currently running in Gourmet and Bon Appetit include stylish photos of ranges, shot by L.A. freelancer Markku, with witty headlines like, "Be the first one on your block to own one. Provided of course you don't live next to Spago." Underlying copy claims that the brand is used in internationally acclaimed restaurants by renowned chefs, like Spago owner

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