The Steemer returns for Stanley Steemer
Stanley Steemer’s newest campaign, was created in partnership with Havas Chicago, with Annex Chicago handling all content creation and production.
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Stanley Steemer is continuing its push to redefine clean with a new integrated campaign from Havas Chicago introducing two new hero spots, Crawl and Dog, featuring the brand’s signature character, 'The Steemer.'
Building on the success of last year’s work, the campaign reinforces Stanley Steemer’s core belief that “clean enough is not enough,” positioning the brand as the definitive solution for a deeper, more comprehensive clean in the home.
The new creative challenges a common consumer misconception that every-day, store-bought cleaning methods are sufficient. In reality, many overlooked surfaces throughout the home harbor unseen dirt and bacteria, often carrying more bacteria than a toilet seat. Through a mix of humour and demonstration, the campaign encourages consumers to confront these hidden blind spots and reconsider what “clean” really means.
“A lot of homeowners have grown up thinking clean means tidy. And yet, there’s a growing awareness that real clean goes deeper. This campaign helps evolve that mindset, positioning professional cleaning as something that fits into real life, not something reserved for special occasions,” said Andrew Schneider, Chief Marketing Officer at Stanley Steemer.
The latest work represents an evolution of Stanley Steemer’s multi-year brand platform that Havas Chicago introduced, pushing both the creative and strategic approach further to drive consideration and action.
“This was an opportunity to build on a platform that already resonated and push it further in a way that’s both entertaining and eye-opening,” said Frank Dattalo, Chief Creative Officer at Havas Chicago. “With ‘The Steemer,’ we’ve created a distinctive brand icon that lets us dramatise the problem in a bold, memorable way, while continuing to reinforce Stanley Steemer as the leader in deep, whole-home cleaning.”
The campaign will roll out nationally across a full-funnel media strategy, including linear TV and major streaming platforms, as well as paid social on Instagram, with CRM and digital support.
