Culligan, Fallon give water a voice in new campaign

Culligan's "And the Kitchen Sink" by Fallon

Culligan’s “And the Kitchen Sink” by Fallon

A unique
point of view and
a playful voiceover
offer a thrilling mix
of message and beauty
in a splashy series
of new spots

Water is everywhere in a new Culligan campaign by Fallon Minneapolis. Steamy, swirling, churning, and jiggling, it is a current that runs throughout the “important somethings” of life.

An extension of the 2018’s, You could give your people Culligan Water, the just-released creative series features quick cuts of candid moments and household items splashing across the screen in ten spots of varying lengths directed by Farm Film Productions’ Kevin Thomas.

A baby’s bath, a gelatin’s jiggle, and a drink on the rocks are just a few of the moments that deserve the softer and cleaner Culligan touch.



Capturing the water’s point of view and setting the story to a playful voiceover, Fallon delightfully mixes the brand’s message with everyday beauty. Even a dog or two sneaks into the cascade of family members and household chores.

According to ECD Rick Utzinger, the client has a lot to do with the campaign’s success.

“Culligan has been a great partner, helping us develop creative ideas that will make their brand synonymous with soft, clean, great-tasting water,” he says. “We wanted to remind people that the water in their homes touches everything, and the poetic device is a playful way to deliver hard facts about how Culligan Water benefits our children, pets and loved ones.”

   Executive Creative Director – Rick Utzinger
   Creative Director – Charlie Wolff
   Senior Copywriter – Simon Roseblade
   Senior Art Director – Jay Morrison
   Producer – Erin Kirby

Production House – Farm Film Productions
   Director – Kevin Thomas

   Group Planning Director – Erin Tait
   Group Account Director – Marc Mason
   Account Supervisor – Kelly Holley
   Group Media Director – Michael Schwandt
   Executive Sponsor – Rocky Novak
   Executive Sponsor – Niki Dobratz

Send your campaign updates to Reel Chicago Editor Dan Patton,