A magic mirror tells an 'evil' queen some good news for a change

Kohler's voice-activated bathroom fixture avoids a tragic fairy tale ending

Published On
Jan 15, 2019

Editor's Pick

Talking to a mirror and expecting a response is the stuff of fairy tales. (And the answer’s never what you want to hear.)

But a new spot from Kohler’s voice-controlled Verdera mirror leans into fantasy heritage, casting the evil queen as a modern, tech-savvy woman who gets the most out of furniture that listens. She's focused not on who’s the fairest but on being her best self--with the help of variable lighting modes and integrated music controls. A digital assistant looks up salon hours, edits her shopping list and even controls other bathroom amenities, like turning on the shower, all hands-free.

To direct the spot, Kohler tapped RSA Films’ Robert Stromberg, the eye behind “Maleficent,” another updated telling of the classic tale starring Angelina Jolie. The creative is from Kohler’s dedicated in-house agency, which has promoted other touchless bathroom fixtures.

The 45-second TV spot is running in multiple cuts, and out-of-home placements featuring the queen in full “evil” regalia debuted last week at McCarran Airport in Las Vegas for CES.

Credits

Date
Jan 15, 2019
Client:
Kohler
Agency:
In-house
Creative Director:
Camm Rowland
ACD – Art Director:
Ewa Lonska
ACD – Copywriter:
Beth Kerin
Production Designer:
Jin Kim
Set Senior Interior Designer:
Jordan Gottsacker
Account Director:
Jamie VanDixhorn
Senior Manager, Account Management:
Elizabeth Radue
Project Manager:
Kelly Gndotke
Project Manager:
Jaclyn Novak
Head of Production:
George Friedman
Producer:
Natalie Lum Freedman
Art Buyer:
Jess Dudley
Commercial Production Co.:
RSA Films
Director:
Robert Stromberg
Managing Director:
David Mitchell
Executive Producer:
Tracie Norfleet
Producer:
Alejandra Quesada
Director of Photography:
John Mathieson
Head of Production:
Elicia Laport
Print Production Co.:
TNC Productions
Photographer:
Sacha Waldman
Wardrobe:
Candice Lee Moore
Producer:
Stuart Hart
Editorial Co.:
Whitehouse Post
Editor:
Tobias Suhm
Assistant Editor:
Amanda Marien
Producer:
Lauren Connolly
VFX:
Carbon VFX
Colorist:
Julien Biard
Color Assist:
Angelica Anderson
Flame Artist:
Matt Bregger
Flame Artist:
Ed Nichols
Flame Artist:
Heidi Anderson
Flame Assist:
Steven Wind
Sr. Producer:
Kate Soczka
Mix:
Another Country
Mix:
Erik Widmark
Mix:
Drew Weir
Audio Assist:
Patricia Ramos
Executive Producer:
Tim Konn
Producer:
Louise Rider
Music:
Yessian
Composer:
Dan Zank
Sound Designer:
Jeff Dittenber
Executive Producer:
Michael Yessian
Producer:
Lars Makie
Music Licensing:
Marmoset
Music Licensing Coordinator:
Stephen McNally
Costume Designer:
Ami Goodheart

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