HAMILTON BEACH APPLIANCES SHOWING THEIR INTELLIGENT SIDE
By Adnews Staff
A new television advertising campaign for Hamilton Beach Proctor-Silex of Markham, Ontario is promoting the company's household appliances on television for the first time. The national campaign, from Anderson of Toronto, is targeting adults in the 25-54 age group. Four 15-second spots are running on English and French specialty networks displaying Hamilton Beach's line of small household appliances including its Ultra Steam Iron, "Easy-to-Clean" Kettle, Meal Maker Express and Intellitoast Toaster Oven. The commercials include the tagline "Hamilton Beach - smarter than your average appliance" and demonstrate a feature of each product. For example, in one spot, the power in Hamilton Beach's Ultra Steam Iron is seen by two men in a sauna using the iron to generate steam. The "Easy-to-Clean" Kettle spot shows a gypsy tealeaf reader puzzling over mysterious stains in her teacup left from a dirty kettle. David Martin, national creative director at Anderson said each Hamilton Beach product has an intelligent product feature built into it and each of the commercials takes that one point and illustrates it. The campaign runs until mid-December.