When it comes to air duct cleaning, making the message engaging and relevant can be a challenge. But The LOOMIS Agency found the perfect way to capture attention—by reimagining Sting’s iconic song, “Every Breath You Take” to emphasize indoor air quality in Stanley Steemer’s latest campaign.
AdChat DFW’s Editor-in-Chief, Patty Harrison, recently interviewed Julie Andrusek, Director of Client Services at LOOMIS, about the creative journey behind the campaign. The team started with a simple but powerful insight: we take more breaths at home than anywhere else, making clean air a critical part of our well-being. From there, the idea of using “Every Breath You Take” as a foundation for the campaign naturally came together.
It’s not every day that a local DFW ad agency reaches out to a legendary artist like Sting to respectfully request the use of one of his most iconic songs. Stanley Steemer, a well-known and respected company, is undeniably disconnected—brand-wise—from the romantic essence of the song. After all, deep passion and air duct cleaning don’t exactly go hand in hand. But The LOOMIS agency had done this before.
Securing the rights to a song as legendary as Sting’s was no small feat, but when the idea was pitched to him, he immediately saw the connection. His response? “This is about people living healthier in their homes. I like that idea.”
The LOOMIS creative team worked with Luminous Sound, and their equally iconic Paul Loomis and Trey Nigella, to refresh the track—giving it a more upbeat, engaging feel while preserving its nostalgic appeal.
The campaign, which began airing in select markets on March 1, rolled out on March 17th.
Julie Andruseck shared, “The music breaks through. The concept is spot on. And most of all—it was fun!”
Watch the interview…
