Dacor Redefines the Kitchen with Debut of Provocative Advertising Campaign Highlighting Modernist Collection of Luxury Appliances

First seen during the live broadcast of CBS' Emmy Awards, Dacor's "Let the Show Begin" campaign depicts a pristinely tailored and impeccably dressed supermodel, Carolyn Murphy. Murphy assesses a sterile white kitchen space, and then violently destroys it with a sledgehammer and chainsaw. In the blink of an eye, the space is transformed. Later, she purposefully strolls through her new kitchen with admiration, caressing the surfaces and interactive touch screens of the graphite stainless steel stove top, refrigerator and oven, which are all part of the Dacor Modernist Collection of appliances. The spots close with a group of friends gathered in the kitchen as it comes to life for an unparalleled culinary performance.

Each of the 15-second, 30-second, and 90-second spots, feature voiceovers that reinforce the visual kitchen revolution with comments such as, "For years, the kitchen has been ruled by rules. It's time to set it free."

In addition to the new video content, complementary print and digital ads will run through December and hone in on individual hero products from the Dacor Modernist Collection. Sample placements include the Modernist 48" Dual Fuel Pro Steam Range featured alongside the theme line, "the status quo is starting to sweat," followed with a full product description.

"Dacor is transforming the status quo and disrupting the luxury kitchen category. For far too long the space has been habitually branded with a 'pro-style cooking' or 'design museum' label," said Etienne Houseknecht, marketing director, Dacor. "With our new campaign, Dacor serves as a cultural thought leader on what it means to be a modern entertainer and invites the luxury consumer to view the category through a new lens."

The Modernist Collection takes Dacor's legacy of tech-craft to the next level by applying radical, relevant innovation with craftsmanship, skill and artistry developed over decades to profoundly reimagine the luxury kitchen. This latest suite of Dacor appliances represents the evolving role of the luxury home kitchen, and a new vision for what luxury kitchens can be.

By blending leading technology and innovation with luxury aesthetics and premium features, the Modernist Collection champions the affluent kitchen as the most important place to connect and create unforgettable meals. Complete with Wi-Fi connectivity and easily controlled by the Dacor Kitchen iQ app, the Modernist Collection of sophisticated, but inviting next-generation creative cooking, cooling and cleaning appliances allow users to check on dishes while they're cooking, adjust time and temperature, and double-check the need for an ingredient in the refrigerator from any location using the iQ app.

Assets
Dacor: "The Remodel" - Hammer 
Dacor: "The Remodel" – Glass Drop 
Dacor: "The Remodel" - Axe 
Dacor: "The Remodel" - Chainsaw 
Dacor: "The Remodel" - Explosion 
Dacor Commercial: The Remodel 
Dacor: "The Remodel" - Extended Version 
Dacor: "The Remodel" – Full Film 
Print Spreads

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About Dacor
Founded in 1965, Dacor is a leading manufacturer of ultra-premium kitchen appliances. Designed and built in Southern California, Dacor's cooking appliances integrate function, technology and design to create high-performing, intuitive products that reflect the lifestyle and needs of the passionate cook. Dacor's full suite of award-winning appliances includes ranges, cooktops, wall ovens, refrigeration, ventilation and wine preservation.  The company is responsible for many of the innovations that have improved the way people cook in the modern kitchen. www.dacor.com. For additional information, please visit LinkedIn, Facebook or Twitter @dacorkitchen.

SOURCE Dacor

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