Jackson Warewashing Systems makes arguably the best commercial dishwashers in the world, but they felt that their advertising was a little commonplace. They asked us to create something that would stand out in the field of “chrome box” ads found in restaurant supply trade publications.
We hit upon the idea of taking the machine out of the restaurant and putting it in a scenario where it’s hiding in plain sight, taking the place of something else to illustrate a quality or feature. After observing that one of their dishwashers looked a lot like an airport security scanner, we put it in an airport environment with the headline “More Thorough Than Airport Security.”
Jackson loved the idea of the machine substituting for another object, so it has been the signature theme of their ads ever since.