Stanley Steemer Steps Beyond Surface Level with 'The Steemer' Campaign

Over the years, people have adapted new approaches to cleaning their home that embrace more of a surface-level clean. The resounding sentiment: 'it’s clean enough'. But 'clean enough' is dust mites and rodent faeces in your air ducts, it’s carpet that’s dirtier than a toilet seat, it’s millions of germs harboured in your grout even after scrubbing. Stanley Steemer is saying 'clean enough, is not enough' in a new national campaign aimed at relaunching and modernising the brand.

A pioneer in professional deep home cleaning, Stanley Steemer is reclaiming its leadership stance and taking its swagger back in the new campaign, reminding us why we have their 800-number on mental speed dial. And at the heart of the effort we’re introduced to a new brand character, 'The Steemer'. A no-nonsense, suave and savvy deep cleaning pro with signature 'steem' power and zero tolerance for half-measures - embodying Stanley Steemer’s brand promise to deliver a deep clean you can see, feel, and trust. 

In a category of copy cats and spot cleans, the integrated campaign aims to move beyond the brand’s legacy awareness - engaging new, younger consumers and shining a light on Stanley Steemer’s breadth of offerings from carpet cleaning and couches to air ducts and tile.

This is the first work created in partnership with the brand’s newly appointed creative agency, Havas Chicago, and acclaimed comedy director Harold Einstein of Dummy, with Annex Chicago handling content creation and production.

The campaign centres around four key broadcast spots, that will air largely around college football games, and bite-sized social content, but also includes assets rolling out across streaming and digital, with extensions into sports, lifestyle, and influencer partnerships designed to drive awareness and trial among customers - the campaign will run into the new year.

“When the world stops at surface-level, Stanley Steemer goes deeper delivering a deep home clean that removes what you can’t see,” said Andrew Schneider, head of marketing, Stanley Steemer. “This campaign and the Steemer bring our promise of precision and confidence to life in a way that’s instantly recognisable for today’s customers. It’s our hope that he enters the ranks of iconic brand characters built for long-term equity, able to bridge national storytelling with local franchise impact while reshaping consumer expectations of what “clean” really means.”

​Jeff Beck, SVP, group creative director at Havas Chicago said, “This work is the opening act of a 360-degree campaign aimed at modernising the brand and reclaiming Stanley Steemer’s swagger. The fact is, most homeowners don’t know when it’s time to call a deep clean professional or they don’t know the full breadth of household places and spaces Stanley Steemer cleans. So, we took that as a challenge, personifying the brand via, “The Steemer”, the only expert you call when you need it deep cleaned right.”