Bissell Homecare Inc., has launched a new television advertising campaign that marks the first time the company has highlighted its legacy of family ownership. The new ad series features testimonials from Cathy Bissell, director of corporate affairs for Bissell, founder of the Bissell Pet Foundation and wife of CEO Mark Bissell.

According to the company, a primary goal of the campaign is to demonstrate that Bissell understands and respects the role of women as the heartbeat of the home. The campaign, which is built around 15- and 30-second television spots, takes a practical, woman-to-woman approach using realistic situations with kids and pets, including Cathy’s black labs KC and Roxy, to demonstrate that it’s easy to let life in when you’re at ease because the clean-up will be simple.

“Helping our consumers experience a deeper clean has always been at the core of Bissell’s brand,” said Mark Bissell. “We think our new focus solidifies that in a way that will benefit associates, retailers and customers alike. It reminds all of us that it’s okay to wear shoes in the house or enjoy an ice cream cone in the living room if we can make clean-up as effortless as possible.”

The new TV spots, directed by Pam Thomas of Community Films and created by Cramer-Krasselt, Bissell’s advertising agency, focus on four of the company’s upright and portable deep cleaning machines: the new DeepClean Premier and SpotClean, as well as the Lift-Off Deep Cleaner and SpotBot Pet.