KitchenAid: I Love the Racks

Brand

Date

Sep 2024

Description

KitchenAid frames its latest dishwasher campaign around the home entertainment experience. Titled "I Love the Racks," the commercial contrasts the high-energy atmosphere of a social gathering with the quiet, functional focus of the appliance. Developed by Whirlpool Corporation's WoW Studios and produced by Dictionary Films, the spot leans into warm, cinematic lighting to highlight the interior design of the machine. The narrative centers on a central character interacting with the glowing, illuminated racks while custom-typed ceramic plates move through the loading process. Post-production and VFX were managed by Flavor, with sound design and music provided by Another Country and Barking Owl. The project utilizes a live-action technique to bridge the gap between lifestyle party aesthetics and product-focused utility.

Style

Horizontal, Cinematic, Warm

Industries

Consumer Electronics

Color

Burgundy

Beige

Background

Kitchen

Context

TVC / TV Commercial