HEATING & AIR CONDITIONING UNITS: HAM RADIO AFICIONADO

	Download original version (size: 1.1 MB; duration: 01:00)
Released:	March 2007
Advertiser:	AMERICAN STANDARD
Brand name:	HEATING & AIR CONDITIONING UNITS
Agency:	DraftFCB
Country:	USA
Category:	Home electronics & audio-visual
Tags:	New York

Credits:

Advertising Agency: DRAFTFCB, USA, New York
Executive Creative Director: Christoph Becker/Sandra Greenberg/Terri Meyer
Creative Director: Rob Rooney
Scriptwriter: Rob Rooney
Agency Producer: Chris Klein
Account Supervisor: Caroline Paik
Advertiser's Supervisor: Joyce Warrington


Script in English
MVO: Are you a Ham Radio Aficionado?
Do you spend a lot of time indoors?
Is your handle 'Never-leaves-the-Basement-Barry'?
Do you spell BARRY 'Bravo! Alpha! Romeo! Romeo! Yankee! Over'?
Do you constantly remind your vegetarian wife that Ham Radio doesn't involve pork?
Are your two favourite words 'breaker' and 'breaker'?
Is your son named 'Roger'?
Do you own a monkey named 'The Bear'?
Do you talk like a trucker even though you never learned to drive?
Is your amateur radio license laminated?
Do you call everyone 'Good Buddy', even though you have no friends?
Do you long to be eastbound? And down?
Is your nemesis a 13-year old who insists on broadcasting on your frequency?
Do you know what dee-dee-deet da-deet deet means?

If so…you are a Ham Radio Aficionado, and you should not buy an American Standard heating and air conditioning system. It makes your home so comfortable you’ll never want to leave. And you, my sorry CB-addicted friend, need to get out.

SFX: Music

ANN: American Standard heating and air conditioning. Maybe it’s too comfortable.

Brief Explanation

Brief Explanation:
To increase brand awareness of American Standard as an HVAC provider by reinforcing that American Standard is a trusted company and thus a reliable HVAC brand.

Consumer Insight: The target consumer is looking for someone to simplify the category, the product, and the process of purchase for them.

Challenge: To create breakthrough creative in a low-involvement category...on a small media budget!

Strategic Execution: Developed an innovative, high-impact and humorous advertising campaign to stand out from the clutter. Used a single message of comfort delivered in a clever and memorable way.