Rumored for a Reason
A rumor-worthy campaign about the best appliance you’ve never heard of
Miele has long carried a European mystique and “if-you-know-you-know” allure, placing it amongst the best of the best in premium appliances. But in North America, it’s still largely under the radar. So, for its first landmark creative campaign in the region, we leaned into this truth, positioning Miele as the best appliance you’ve never heard of.
The campaign’s foundation is built on the insight that “a good kitchen is a flex, a great kitchen becomes a source of gossip.” While Miele is shorthand for long lasting quality in Europe, its relative obscurity in North America became the exciting solution. We set out to fan the flames to make Miele America’s most rumored appliance brand.
Tapping into today’s premium home maker culture, it features a suite of cinematic films designed to highlight Miele’s innovative engineering and long-lasting quality in a way that is inherently shareable, sparks curiosity, and prompts conversation. The campaign does just that by spreading the brand’s boldest and most outrageous, yet real life claims. These “rumors” serve as the creative backbone, designed to grab attention.
To ensure the campaign felt like a real piece of cinema, the brand partnered with acclaimed film director Janicza Bravo (known for her work on Atlanta, Lemon, and Zola). Bravo’s distinctive vision, trademark wit, and character-driven humor were instrumental in crafting a universe that is both relatable and outrageous. The production team also included BAFTA-winning costume designer & stylist PC Williams and Zone of Interest Director of Photography Łukasz Żal.
The campaign also included out-of-home placements to amplify the outrageous-yet-true facts that underpin the brand’s legendary durability and desirability. And the chatter did not stop there – we captured bloopers from ‘rumors’ that spread on set.