American Standard—the name synonymous with reliable bathroom fixtures—is stepping into the spotlight with its first-ever national TV campaign for shower remodels. Backed by parent company LIXIL and creative partner Marketing Architects, the campaign aims to redefine how consumers think about home renovation, one shower at a time.
Set to air this summer across linear TV, Connected TV (CTV), and OTT platforms, the campaign represents a bold expansion into new territory for American Standard’s Home Services business. While LIXIL has dabbled in TV before—most notably with walk-in tubs—this marks the first time its shower remodel offerings get the primetime treatment.
Trust, TV, and Total Control
Shot in a single day at LIXIL’s own training facility, the campaign spotlights real-life, built-out shower environments to showcase the full range of American Standard’s shower remodel products. From sleek glass panels to intuitive fixtures, the ad is designed to show—not just tell—what a professional, headache-free remodel can look like.
More than just product placement, the campaign leans heavily into the company’s all-inclusive, direct-to-consumer (DTC) model. Unlike many competitors that rely on third-party contractors and fragmented service chains, American Standard handles the entire process—from consultation to installation—with in-house professionals. And yes, that includes a lifetime installation warranty.
That’s not a small detail. In a category often plagued by project delays, hidden costs, and inconsistent craftsmanship, American Standard’s vertically integrated approach is a differentiator that’s built for the modern homeowner.
A Strategic Shift in the Remodel Race
“This is a meaningful expansion for us,” said Eric Kozak, Performance Marketing Leader at LIXIL. “We’ve built strong brand trust through our walk-in tub business, and we’re bringing that same reliability, product range, and support to a broader audience through TV.”
With renovation spend trending upward—especially in bathrooms, which saw a 37% increase in remodeling activity last year—American Standard is stepping into a lucrative and growing segment. And by leveraging TV, it’s going after an audience that still trusts broadcast for authoritative home improvement solutions.
“This campaign unites brand trust, a streamlined service, and the reach of TV,” added Dhiren Khemlani, SVP of Client Growth at Marketing Architects. “It elevates American Standard as the new benchmark in shower remodeling by reshaping homeowner expectations and driving business impact.”
Implications and Industry Ripples
The move comes as more DTC home brands realize the staying power and targeting capabilities of TV—even in a fragmented media landscape. By launching across linear, CTV, and OTT simultaneously, American Standard isn’t just chasing eyeballs—it’s maximizing reach across generational segments from Baby Boomers to digital-native Millennials now entering homeownership.
With this campaign, American Standard doesn’t just want to compete—it wants to set the bar. And with a full-service promise and prime-time presence, it may just do exactly that.
