Franke

When You Have Everything But the Kitchen Sink

The phrase "everything but the kitchen sink" usually implies excess. This ad concept flips that familiar idiom on its head by using absence instead of clutter, to draw attention to what truly matters. 

The Idea

The kitchen shown is pristine, fully equipped and meticulously cleaned: appliances, cookware, and finishes all in place. But something feels off...At the center of the room is a conspicuous void where the sink should be. 

By taking the saying literally, the ad invites viewers to pause and notice what's missing. The headline does the setup, but the visual delivers the punchline: no matter how complete a kitchen looks, it's not finished without the sink. 

Why it Works

The concept is instantly understandable because it's built on a phrase people already recognize.  There's no need to explain the joke -- the visual completes it. By focusing on what's missing rather than what's added, the ad cuts out the noise that's common in home and appliance ads. It feels confident, restrained and premium -- the kinds of qualities that align naturally with Franke's brand position.