Invista, the company behind the Stainmaster carpet brand, is relaunching the brand and its famous Pro Hart ad campaign, more than 20 years after the TVCs first ran.
Stainmaster has not advertised on TV since 2004, when Barry Humphries character Sir Les Patterson was featured behaving badly at a party with a mini Les as his partner in crime. However, the brand is most noted for its 1988 TVC created by Young & Rubicam, which featured artist Pro Hart creating a masterpiece on the carpet out of food.
Invista marketing communications manager Brian Xerri said: “The market is very competitive and Stainmaster needed be reinvigorated. It’s the most known carpet brand but we needed to reinvest in it.”
The new advertising was created by creative agency Wilson Everard, after research revealed Stainmaster’s original Pro Hart ad was still remembered and loved by the Australian public.
However, Pro Hart passed away in 2006, so the agency recruited his nine-year-old grandson Harry to reprise Hart’s original role.
“We needed to replicate the impact, fun and success of the original ad, but with a new generation of carpet,” Wilson Everard account manager Natalie Kuss said. “And that meant finding a new generation Pro.”
Xerri said the ads were targeted at women aged 25 to 55 who own or are about to purchase their own home.
“While the male plays a part, the
females do the research on carpet purchasing,” he said.
The campaign airs from 6 June across the Seven and Nine networks including their digital channels and pay TV. It will be supported on consumer and retail websites using SEM and SEO.
Media buying for Stainmaster is handled by Mindshare.
Helen Schuller
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