Cuisinart's A Work of Cuisinart campaign, created by Fallon in 2024, launched a new brand platform spotlighting the Air Fryer Toaster Oven across three
ARCHIVECuisinart Reframes Kitchen Appliances as Creative Tools in A Work of Cuisinart
Cuisinart launched "A Work of Cuisinart" in September 2024, a digital and film campaign created by agency Fallon that introduces a new brand platform spotlighting the Air Fryer Toaster Oven's multifunctional capabilities across the United States through three interconnected cinematic films.
The campaign marks a deliberate strategic reset for Cuisinart. As the first creative work produced under the brand's new platform, it carries the dual responsibility of establishing a fresh aesthetic identity and communicating genuine product utility. The Air Fryer Toaster Oven is documented as capable of air frying, toasting, baking, grilling, and broiling, and the campaign uses that breadth of function as its narrative engine rather than relying on conventional feature-led advertising. The three films produced — "New Flame," "Midnight Masterpiece," and "Fry Revival" — each explore a distinct cooking scenario, collectively mapping the appliance across morning, late-night, and snack-time occasions to demonstrate range without repetition.
In the United States, the campaign ran across digital, film, television, paid social, and organic social channels, ensuring reach beyond the traditional broadcast audience and into the discovery-driven environments where home cooks increasingly research appliance purchases. The creative proposition centres on a shift in perception: Cuisinart appliances are positioned not as kitchen utilities but as instruments of culinary creativity, inviting consumers to see cooking through a more expressive lens. The platform's tagline and campaign title are one and the same — a confident creative choice that collapses the distance between brand identity and product experience. Cuisinart CMO Niki Dobratz and Chief Creative Officer Leslie Shaffer both held senior roles during the campaign's development, underscoring the degree to which this new direction reflects leadership-level conviction in the brand's repositioning.
Fallon grounded the "A Work of Cuisinart" strategy in a consumer insight that is both simple and durable: people form surprisingly personal relationships with their kitchen appliances. Rather than positioning the Air Fryer Toaster Oven against category competitors directly, the agency chose to dramatise the replacement of an older appliance — the conventional oven — as an emotional breakup, making the competitive argument feel playful rather than combative. This approach allows Cuisinart to acknowledge that consumers already own ovens while giving them permission to upgrade without guilt.
The United States kitchen appliance market represents a significant and actively contested commercial environment. The air fryer segment in particular has seen sustained consumer interest, with brands including Instant Brands and Ninja both holding visible positions in US retail and digital advertising. Against that backdrop, Cuisinart's choice to compete on narrative sophistication and brand feeling rather than price or specification is a deliberate differentiator. The campaign's romantic-breakup metaphor, noted by The Drum's Audrey Kemp on September 17, 2024, sets the tone for a brand that is reaching for cultural relevance rather than category functionality as its primary claim.
The strategy also reflects broader shifts in how household product brands communicate in the United States. As reported by Marketing Dive, appliance marketers are increasingly investing in brand-level storytelling to build preference ahead of the purchase moment rather than relying solely on in-store or point-of-sale messaging. Cuisinart's decision to anchor the campaign across digital and film channels, rather than leading with print or retail media, signals an intent to operate in the same cultural space as food and lifestyle content — a territory where consumer attention is already concentrated and brand affinity compounds over time.
Rami Hachache directed all three films in the "A Work of Cuisinart" campaign for production company Prettybird, with Mathieu Plainfossé serving as Director of Photography, as documented by The Drum on September 17, 2024. The choice of Prettybird — a production company recognised across the United States and internationally for director-driven commercial work — signals Cuisinart and Fallon's intent to bring genuine filmmaking craft to a household product category that rarely demands it.
The creative execution leans into visual and tonal contrast. "New Flame," the campaign's lead film, uses Roxette's song "It Must Have Been Love" as its soundtrack, according to The Drum, scoring the conventional oven's emotional displacement with a track that carries immediate romantic recognition for a broad adult audience in the United States. The music licensing choice is not incidental — it performs tonal work that dialogue alone could not, encoding the breakup metaphor into the film's emotional register within the first few seconds of viewing. The visual gag of ovens shedding tears, highlighted by The Drum on September 20, 2024, exemplifies a production approach that trusts absurdist imagery to carry meaning rather than relying on voiceover explanation.
Post-production brought together a precise ensemble of collaborators. Union Editorial handled the edit, with Justin Quagliata as editor, Nico Gilmore as assistant editor, Melissa Lubin as editorial executive producer, all as credited by The Drum. Volt Studios and Rare Medium also contributed to the campaign's production pipeline. The result is a campaign whose three films share a consistent visual language while each sustaining its own distinct dramatic arc — a structural achievement that keeps the platform coherent across multiple consumer touchpoints without feeling repetitive.
ARCHIVENo verified performance data for "A Work of Cuisinart" is publicly available in terms of view counts, sales lift, or media-specific engagement metrics. What is documented is editorial recognition of a meaningful kind. The Drum selected the campaign for its "Best Ads of the Week" feature on September 20, 2024, a distinction that reflects peer-level acknowledgement of the campaign's creative quality within the advertising industry across the United States.
The Clapboard Score for "A Work of Cuisinart" is 63 out of 100. That score reflects a campaign that executes its creative concept with confidence and demonstrates genuine craft in production, while operating within a strategic framework that is more evolutionary than transformative for the category. The romantic-breakup device is emotionally effective and tonally distinctive, but it does not introduce a wholly new way of thinking about kitchen appliances — it refines and dramatises a competitive displacement argument that the category has approached before through less cinematic means.
Structurally, the campaign's decision to produce three films rather than a single hero asset is analytically significant. It distributes the brand narrative across occasions — evening cooking, midnight creativity, daytime snacking — which expands the product's perceived relevance without requiring each individual viewer to encounter all three films. That architecture is well-suited to a digital and social media environment in the United States where sequential viewing cannot be assumed and each piece of content must function independently. The campaign's reception by The Drum as a "humorous, cinematic trio," as reported on September 17, 2024, suggests the tonal balance between comedy and craft landed as intended.
"A Work of Cuisinart" is Cuisinart's first campaign under a new brand platform, created by Fallon and launched in September 2024 in the United States. It spotlights the Air Fryer Toaster Oven through three cinematic films — "New Flame," "Midnight Masterpiece," and "Fry Revival" — using humour and romantic-breakup metaphors to dramatise the appliance's versatility.
Fallon created the "A Work of Cuisinart" campaign for Cuisinart in 2024. Fallon partnered with production company Prettybird, director Rami Hachache, and post-production collaborators including Union Editorial, Volt Studios, and Rare Medium to produce the campaign's three films for the United States market, as documented by The Drum on September 17, 2024.
The campaign advertises the Cuisinart Air Fryer Toaster Oven. The appliance is documented as capable of air frying, toasting, baking, grilling, and broiling. Cuisinart and Fallon built the campaign's creative strategy around demonstrating this multifunctionality across three distinct cooking occasions to broaden the product's perceived relevance for home cooks in the United States.
Rami Hachache of Prettybird directed all three films in the "A Work of Cuisinart" campaign. Mathieu Plainfossé served as Director of Photography, with Justin Quagliata of Union Editorial as editor, as documented by The Drum on September 17, 2024. The campaign was produced for Cuisinart and Fallon for the United States market.
The Drum selected "A Work of Cuisinart" for its "Best Ads of the Week" feature on September 20, 2024. No additional formal award wins are publicly documented. The Drum's Audrey Kemp described the campaign as a humorous, cinematic trio of films, and the Clapboard Score for the campaign is 63 out of 100.
"New Flame," the lead film in Cuisinart's "A Work of Cuisinart" campaign, uses Roxette's "It Must Have Been Love" as its soundtrack, according to The Drum. The track reinforces the film's romantic-breakup metaphor, scoring the conventional oven's emotional displacement as the Cuisinart Air Fryer Toaster Oven takes its place in the United States campaign.
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