Epoch’s Daniel Lundh Directs the Absurd and Relatable "Must Be a Moen" Campaign
April 30, 2026
If you use water, you could use a Moen.
That’s the simple premise behind a new brand platform, “Must Be A Moen,” developed by Quality Meats for the maker of kitchen and bath faucets. The work centers on the everyday ways people rely on water, positioning the brand as a steady presence in messy, emotional and occasionally gross moments at home.
The campaign includes an anthem spot and a series of shorter ads, each highlighting a different use case for water in daily life. One spot follows a parent dealing with smudged makeup after a tough school drop-off, while another features a home cook navigating sticky hands mid-meal prep. In each case, the product is positioned as quietly reliable in these small but relatable moments.
The end line is, “For anyone who relies on water. Must be a Moen.” The spots were directed by Daniel Lundh of Epoch.
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