Moments in the day of the life of a young, successful couple are captured cinematically in Kohler’s latest marketing campaign, created by San Francisco based Ammunition, for its new and most advanced toilet—NUMI. The product, available in the Fall, has a host of new technology-driven comfort and water-saving features and will retail for $6,400. The creative approach was inspired by Kohler’s rich history of bold print ads from the 1970s, updated for the 21st century; it associates Kohler’s leadership position with gracious technology, illustrated through a cinematic-style storyline and a tense narrative that unfolds with moments between the glamorous couple arguing, making up and being alone. The NUMI toilet has a cameo role in each scene.

The shoot (with fashion photographer Paolo Zambaldi, a Helmut Newton protégé) took place at the iconic Stahl House (Case Study House #22) designed by legendary architect Pierre Koenig. The house represents the best of American modernist architecture and the living room, transformed into a bathroom with floor to ceiling glass walls that overlook the Los Angeles Basin, is a perfect setting for the NUMI. The launch campaign, included identity, Web, print, outdoor, packaging and merchandising components.