Stanley Steemer is done being polite about “clean enough.” The heritage deep-clean brand just teamed with Havas Chicago on a sharp, funny relaunch aimed squarely at younger homeowners who think a swipe of a disinfectant wipe is a personality trait.
The national campaign introduces the company’s first-ever brand character, “The Steemer,” a no-nonsense, suave fixer with signature “steem” power and zero tolerance for half-measure.
The insight is delightfully gross: “clean enough” can mean dust mites and rodent feces in your air ducts, carpets dirtier than a toilet seat, and grout hoarding millions of germs. The campaign flips that complacency on its head, reclaiming Stanley Steemer’s category leadership and reminding everyone why that 800-number lives rent-free in America’s brain.
Directed by Harold Einstein of Dummy with content from Annex Chicago, the integrated push centers on four broadcast spots, anchored to football, and a flood of bite-sized social. Streaming, digital, sports, lifestyle, and influencer extensions continue the momentum into the new year.
The creative reframes Stanley Steemer from “carpet guys” to whole-home deep clean pros—from couches to air ducts to tile & grout—and does it with a wink, not a lecture. Watch below:
“When the world stops at surface-level, Stanley Steemer goes deeper—removing what you can’t see,” said Andrew Schneider, Head of Marketing, Stanley Steemer. “This campaign and The Steemer bring our promise of precision and confidence to life in a way that’s instantly recognizable for today’s customers. It’s our hope he enters the ranks of iconic brand characters built for long-term equity—bridging national storytelling with local franchise impact while reshaping what ‘clean’ really means.”
“This is the opening act of a 360° campaign aimed at modernizing the brand and reclaiming Stanley Steemer’s swagger,” said Jeff Beck, SVP, Group Creative Director at Havas Chicago. “Most homeowners don’t know when it’s time to call a deep-clean professional—or the full breadth of places Stanley Steemer cleans. So we personified the brand via The Steemer, the only expert you call when you need it deep-cleaned right.
In a category crowded with copycats and spot-clean shortcuts, Stanley Steemer is planting a bright yellow flag: proof over polish. The Steemer is built for meme-speed culture, college football Saturdays, and the moment a “quick tidy” won’t cut it. It’s classic brand building—distinctive character, clear promise, and relentless presence—tuned for 2025 attention spans.
The work rolled out across @stanleysteemerofficial’s social media and makes its national TV debut on Saturday, Oct. 4, on the Big Ten Network, with a heavy focus on college football.
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