| Title | Alice's Adventures in Wonderland |
| Agency | 22squared |
| Campaign | As Told by DXV |
| Advertiser | American Standard |
| Brand | DXV |
| Date of First Broadcast/Publication | 2015 / 9 |
| Business Sector | Hygiene & Personal Care Products |
| Story | In a crowded category awash with glossy images of high-end kitchens and bathrooms, the DXV by American Standard collection needed a way to differentiate itself. As so, 22squared created the “As Told By DXV” campaign which reimagines classic works of literature – like Alice’s Adventures in Wonderland, Beauty and the Beast, and Strange Case of Dr. Jekyll & Mr. Hyde – to demonstrate to affluent home owners and designers the brand's ability to create a personal story for their kitchen and bathroom. Running in print, digital and social media, the campaign includes three new ads “Strange Case of Dr. Jekyll & Mr. Hyde”, “Beauty and the Beast” and “Alice’s Adventures in Wonderland.” In the “Strange Case of Dr. Jekyll & Mr. Hyde” ad, the visual is one of a man with an image of a looming and intimidating face tattoo sprawled across his back. However, in looking at the mirror and his surroundings, one notices his other side is otherwise elegant and tasteful – playing off the two-sided character of Dr. Jekyll and Mr. Hyde. In the “Beauty and the Beast” ad, a young girl is taking a sudsy bath with her “beast”, her pet dog, in a modern twist to the classic tale. Both ads invite viewers to “tell your story” with DXV. In the “Alice’s Adventures in Wonderland” ad, a young fashionable women in a blue dress, in a nod to the original Alice, looks towards a cat, in a nod to Cheshire Cat, and the glowing SpaLet by DXV, another nod to Lewis Carroll’s tale, this time to the infamous rabbit hole. The ad states: “Every home has a story. Tell yours with the SpaLet by DXV.” |
| Media Type | |
| Group Creative Director | Curt Mueller |
| Producer | Jodi Godwin |
| Producer | Anna Askew |
| Account Supervisor | Katie Bollock |
| Photographer | Chris Crisman |
| EVP, Chief Creative Director | John Stapleton |
| Associate Creative Director | Clarence Bradley |
| Associate Creative Director | Todd Nolley |
| Producer | Karen Urquhart |
| EVP, Executive Group Director | Ed Klein |
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