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Sunday 22 July 2018
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Rug Doctor Reveals the Institute of Clean with The Loomis Agency

Rug Doctor Reveals the Institute of Clean with The Loomis Agency

Plano-based Rug Doctor is rolling out a new national television campaign created by The LOOMIS Agency to introduce the D.O.C., the director of clean, and tour of the Institute of Clean, the over-the-top testing lab. The campaign was inspired by the agency’s visit to Rug Doctor’s real research and development facility in Fenton, Mo. where a team of dedicated chemists and mechanical engineers collaborate daily to create machines and cleaning solutions that make carpet stains and grime disappear.

“The team in Fenton is so into what they do; spending time with them really made us think, ‘this is the story of the brand,’” said Tina Tackett, executive creative director at the LOOMIS Agency. “These commercials are certainly a stylized telling of the story of Rug Doctor, but it’s all based on fact.” Jan Valentic, chief marketing officer for Rug Doctor said, “We loved the concept of the campaign from the first time we saw it. The D.O.C. is a total embodiment of who we really are, a bit nerdy and OCD about getting people’s homes cleaner.” Another facet of the campaign is the term “disgustifaction” which the agency coined to describe the feeling one gets when dumping out the nasty water after a deep clean with a Rug Doctor. Added to Urban Dictionary, it also provides a convenient hashtag for the campaign.

Watch the commercials:

 

In addition to television, the campaign is supported with point-of-sale messaging, social media and pre-roll video. LOOMIS’s last campaign for Rug Doctor including the double entendre “Do It Once A Year” resulted in steady buzz for the brand. The campaign earned two Davey Awards and bolstered LOOMIS’s win for Ad Age’s Small Agency of the Year Silver, Southwest.



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LOOMIS is a full-service advertising agency in Dallas that specializes in defining and leveraging the strategic advantages for challenger brands. The agency was founded in 1984 by Paul Loomis, a composer and musician who earned a national reputation for brand-image music development. He expanded the agency in 1998 to meet the growing demand, and today, LOOMIS is a unique blend of record-setting advertising services and world-class music production. Learn more at www.theloomisagency.com.