A brand new TV, web, and print campaign promoting Merillat kitchen cabinets, starring renowned TV chef Curtis Stone (NBC’s “Next Great Restaurant,” “The Biggest Loser,” “Celebrity Apprentice,” “Miss America” Pageant, TLC’s “Take Home Chef”), has just debuted on HGTV, FoodNetwork, DIY, and the Cooking Channel. Merillat sought the talents of Hollywood-based Jay Silverman to direct, shoot and implement this new marketing campaign, in conjunction with its established agency partners. To view the TV Spot, please see:
http://www.jaysilverman.com/spotShow/index.php?spotID=79
Merillat, one of the nation’s largest cabinet manufacturers, and the number one builder-preferred cabinetry brand, is seeking a higher brand profile with its target audience: women consumers age 25-49.
Working directly with Merillat team members Susan Cross, Brand and Communications Manager, and Susan Dountas, Merillat Brand Marketing Director, and with Merillat’s Branding Agency of Record, Hoffman York (Milwaukee) Interactive Agency of Record, Hanson, Inc. (Toledo, OH), Jay Silverman directed a branding spot, a print campaign, photography, webisode segments, and all of the interactive featuring Curtis Stone. Each of these elements were shot at the Jay Silverman Productions studio lot against a fully operational kitchen set, constructed specifically by Merillat for the brand campaign.
The social media elements from the new Merillat campaign appear on Facebook, MySpace, YouTube and Twitter, and the interactive components on the Merillat website, HGTV.com, and FoodNetwork.com. Print advertising will appear later this year, in national and regional trade publications, such as
Kitchen & Bath Design News, ProBuilder, Builder and Kitchen and Bath Business, and in local advertising efforts by Merillat builders and dealers.
Regarding the new campaign, Susan Cross said, “We challenged our agencies to work together with us, and help us redefine our brand from the homeowner’s perspective, in a functional and innovative way. We knew that our products appealed, primarily, to women ages 25-49, who are already successful, and now want a kitchen that works for them within the life they’ve already established. We selected Curtis Stone because we felt—who better than a well-known chef to appreciate the functionality of a Merillat kitchen? Curtis is charming, authentic, handsome, and helps us put the ‘fun’ in ‘functionality.”
Cross adds, “Jay Silverman worked closely with us and our two agencies, and was invaluable in helping us bring the celebrity chef approach to life. Like Curtis, he is also very authentic, truly understands our marketing goals, and has the ability to bring those goals to life through ‘film’, across all media. He
constantly makes suggestions and kicks our vision up several notches. He’s highly consumer focused, visually, and helped us see our final work through
the eyes of our ultimate end consumer audience. Working together, Jay and our agencies challenged us to not limit ourselves to traditional thinking, and to ensure that our products always put their best face forward.”
ABOUT JAY SILVERMAN PRODUCTIONS
One of the preeminent commercial directors of advertising campaigns across the television, interactive, and print media in Hollywood today, Jay Silverman, founder of Jay Silverman Productions, is currently celebrating his 30th Anniversary Year in the ad/marketing industry. The year 2010 also marks the 10th Anniversary of Jay’s 40,000 square foot production studio lot, located in the heart of Hollywood.
Originally making a name for himself as a still photographer by shooting renowned lifestyle and celebrity endorsements on behalf of numerous national and international ad campaigns, Jay evolved his client base to later include directing multi-media advertising projects for such Fortune 500 clients as McDonalds, Intel, Disney, Coors, Budweiser, GM, Coke, Pepsi, Frito-Lay, Visa, and Gatorade, among many others.
During the span of his award winning career, Jay became a noted celebrity photographer, specifically requested by high profile actors, sports personalities, recording artists, industry leaders, and supermodels. Over the years, Jay’s work has been honored with numerous Belding, Telly, Promax, and Lucy Awards. In addition, he has also been recognized for his achievements in creating and producing many national PSA campaigns for such worthy causes as the American Cancer Society, the Foundation for the Junior Blind, the Governor’s Council on Physical Fitness, the ACLU, and the Sierra Club.
Jay became a commercial director in 1995, and has since successfully balanced a dual career in both still photography and live action direction. His repertoire of national campaigns across multi-media includes those for such clients as Greyhound, Petco, Fifth Third Bank, Carnation, A&W, Pepsi, 24-Hour
Fitness, and Rent-A-Center. He’s also directed countless on-air promotional spots for all of the major broadcast networks, as well as for many cable channel, including the original launches of the smash hit TV series “American Idol,” and “Desperate Housewives,” and his own series, “The Cleaner.”
Jay Silverman Productions is located at 1541 N. Cahuenga Blvd., Hollywood, CA 90028. The phone is 323/466-6030, and the web is www.jaysilverman.com.
