Steinway commissions Miller Mobley for campaign aimed at a new generation of piano lovers

In an effort to reach a younger audience, venerable piano maker Steinway & Sons has launched a new ad campaign that shows how varied, stylish, and, well, cool the brand is. For the print ads, Miller Mobley photographed fashion designer and Steinway owner Josie Natori and Maroon 5 keyboardist Jesse Carmichael.

Miller also shot an ad with the tagline “Handmade and Heartfelt,” which “pictures a young lady in a blue chiffon dress, playing her Steinway grand in a postmodern living room with glass curtain walls and midcentury furniture,” Adweek wrote in a feature on the campaign. The message, Cristina Lilly, Steinway’s vp of global marketing, told the magazine, “isn’t just to ‘break down the barrier of intimidation’ that has risen up around Steinway—i.e., that only concert pianists should own them—but to show that ‘there are many influential people who have our pianos in their homes and enjoy them on a daily basis. You don’t have to be a professional to enjoy it.'”

 

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Jesse Carmichael of Maroon 5. Photo by Miller Mobley for Steinway & Sons.

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Fashion designer Josie Natori. Photo by Miller Mobley for Steinway & Sons.

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Photo by Miller Mobley for Steinway & Sons.

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