Delta Faucet Awakens Everyday Routines With Its 2019 In2ition Campaign
Delta Faucet's "Awaken Your Awesome" is a 2019 United States film campaign created by Leo Burnett that positions the Delta In2ition two-in-one shower as a catalyst for personal transformation, wrapping a functional dual-functionality product message inside an energetic, lifestyle-driven creative execution.
The campaign launched in June 2019 and extended Delta Faucet's established brand platform, "See What Delta Can Do," which the company had maintained across successive campaigns since at least 2016, according to records held at adsoftheworld.com and adruby.com. Rather than leading with product specifications, "Awaken Your Awesome" led with feeling — specifically, the feeling of a tired person becoming a confident, dancing version of himself under the force of a Delta shower. The creative hook is clean and immediate: water, and the right showerhead, changes the trajectory of a day.
The In2ition shower is the product at the centre of the campaign. Its defining feature is a two-in-one design that combines a fixed overhead shower with a removable handheld component, giving users dual-functionality within a single fixture. In the United States, where the house and garden category commands competitive retail and renovation spending year-round, communicating that kind of product versatility without resorting to a demonstration reel requires strong creative instinct. Leo Burnett resolved that tension by making the benefit visceral and physical rather than descriptive. The campaign comprises one media asset — a film — submitted to the Clapboard ad archive approximately six years ago. Clapboard assigns "Awaken Your Awesome" a score of 63 out of 100, reflecting a competent and emotionally coherent execution that nonetheless stops short of the kind of cultural distinctiveness that benchmarks category-defining work.
Delta Faucet operates in a household product category defined by long replacement cycles, high brand inertia, and a consumer base that rarely approaches a faucet or showerhead purchase with active brand preference. In the United States, the decision to renovate or upgrade a bathroom fixture is most often triggered by a move, a renovation project, or product failure — not by brand loyalty. Reaching that consumer with a lifestyle message, rather than a price or specification argument, is a deliberate strategic bet.
The global kitchen-and-bath faucet market was valued at approximately $20.19 billion in 2019, according to archivemarketresearch.com, with a projected compound annual growth rate of around seven percent through 2024. Delta, alongside Moen and Kohler, together accounted for an estimated forty to forty-five percent of the global market, according to the same source, though those figures are directional rather than audited. Moen and Kohler both sustain strong emotional advertising traditions of their own in the United States — Moen's longstanding focus on reliability and Kohler's design-forward aesthetic positioning represent the immediate competitive context within which Delta Faucet must differentiate.
Leo Burnett's strategic answer with "Awaken Your Awesome" was to anchor Delta's identity in the shower ritual itself — a universal, daily behaviour that carries genuine emotional weight. By selecting the morning shower as the campaign's stage, the agency connected the In2ition shower's dual-functionality to a moment of personal reinvention that transcends the house and garden aisle. The use of music — "I Feel Good," performed by Cook Classics featuring Mike Taylor, as tracked by ispot.tv — reinforces that optimistic, energised register and gives the film an immediately recognisable sonic identity in the United States television environment where the spot aired.
The creative execution of "Awaken Your Awesome" centres on a single, sustained visual idea: a man enters the shower depleted and exits transformed, his body language shifting from slumped fatigue to full-bodied dancing. The transformation is presented as direct and unironic, which is a disciplined creative choice in a category that frequently retreats into utility-focused footage or forced domestic comedy.
The film was produced for the United States television market and tracked by ispot.tv from May 20, 2019, onward. The choice of "I Feel Good" as the soundtrack — performed by Cook Classics featuring Mike Taylor, according to ispot.tv — is load-bearing creative work. The track does not merely underscore the visuals; it provides the emotional grammar through which the audience reads the transformation. The Delta In2ition shower becomes less a product and more a plot device, the instrument through which the protagonist's potential is released. That narrative economy is a hallmark of disciplined thirty-second filmmaking, and it suits the lifestyle positioning that Leo Burnett has consistently applied to Delta Faucet's creative output across the "See What Delta Can Do" era, a lineage confirmed by records at adsoftheworld.com and adruby.com.
The campaign carries the "See What Delta Can Do" tagline, which functions as both brand signature and strategic through-line. Production credits for "Awaken Your Awesome" beyond the agency attribution to Leo Burnett are not publicly documented in available trade sources. The campaign was archived as a single film asset, and no extended or alternate cuts are recorded in publicly accessible databases. No trade press reviews of the execution appeared in Campaign, Ad Age, Adweek, The Drum, or Contagious, according to research conducted for this analysis.
No verified performance data for "Awaken Your Awesome" is publicly available. No sales lift, market-share movement, or campaign-specific effectiveness figures have been published, and the campaign does not appear in the verified award records of Cannes Lions, the Effie Awards, The One Show, D&AD, the Clio Awards, the Webby Awards, or WARC, according to research conducted for this analysis. No campaign-specific media budget or spend tier has been identified.
Structural analysis, in the absence of verified metrics, points to several factors that favour effectiveness. The campaign targets a daily ritual universal to virtually every adult consumer in the United States, minimising the segmentation risk inherent in lifestyle advertising. The emotional arc — fatigue resolved by shower, confidence expressed through movement — is legible in the first few seconds of film, a critical quality for a television environment where attention is not guaranteed. The sonic identity provided by Cook Classics featuring Mike Taylor, as documented by ispot.tv, aids recall across repeated exposures. The In2ition shower's dual-functionality, the product's core differentiator, is communicated through physical demonstration rather than copy, reducing cognitive load on the viewer.
Against those strengths, the campaign's single-asset format limits the depth of product storytelling available to Delta Faucet in the house and garden category, and the transformation narrative — while emotionally effective — does not create a distinctively ownable creative territory that competitors Moen and Kohler could not in principle occupy. Clapboard scores "Awaken Your Awesome" at 63 out of 100, a result consistent with a well-crafted campaign that executes its brief cleanly without achieving the creative risk or cultural penetration of benchmark-level work.
The campaign advertises the Delta In2ition two-in-one shower. The In2ition is a dual-functionality fixture combining a fixed overhead shower with a removable handheld component. This dual-functionality design is the central product truth the campaign communicates, doing so through physical transformation rather than direct product demonstration, according to records at ispot.tv and Clapboard.
Leo Burnett created Awaken Your Awesome for Delta Faucet. The campaign was published in the United States in June 2019, with television tracking beginning May 20, 2019, according to ispot.tv. It extended Delta Faucet's established brand platform, See What Delta Can Do, a positioning Leo Burnett had maintained across multiple campaigns since at least 2016, per adsoftheworld.com.
The spot uses "I Feel Good," performed by Cook Classics featuring Mike Taylor. According to ispot.tv, which tracked the commercial from May 2019, the track provides the film's emotional framework, translating the visual transformation of the campaign's protagonist — from fatigued to energised under the Delta In2ition shower — into an immediately recognisable sonic experience for United States television audiences.
No verified awards for Awaken Your Awesome are recorded. Research confirms the campaign does not appear in the award records of Cannes Lions, the Effie Awards, The One Show, D&AD, the Clio Awards, the Webby Awards, or WARC. Clapboard assigns the campaign a score of 63 out of 100, reflecting competent execution that does not reach benchmark-level creative distinction.
Awaken Your Awesome is one chapter in Delta Faucet's sustained See What Delta Can Do platform. According to adsoftheworld.com and adruby.com, Leo Burnett applied that tagline across at least three campaigns between 2016 and 2019, including the 2017 Perfect Touch spot promoting Touch2O technology. The 2019 In2ition campaign continued that lifestyle-driven, transformation-focused creative approach.
Delta Faucet competes most directly with Moen and Kohler in the United States. According to archivemarketresearch.com, Delta, Moen, and Kohler together held an estimated forty to forty-five percent of the global faucet market in 2019. Moen emphasises reliability in its advertising, while Kohler pursues design-led positioning, framing the competitive context within which Delta's lifestyle strategy must differentiate.
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