In their new campaign, American Standard Heating & Air Conditioning remind consumers that their products are 'Built to a Higher Standard.'
To translate the benefits of its tagline in a way that’s relevant to its consumers, Young & Laramore embraced the brand’s heritage as a business driven by people and relationships — and based the campaign on a very human truth: the last thing people want to think about is their HVAC system.
The campaign includes TV, digital video, radio, outdoor, print, digital banners. The print and display components deliver this message in a straightforward, yet humorous way, while the radio and TV executions take advantage of those formats to elaborate on the 'better problems' American Standard owners can focus on — now that they won’t have to worry about their heating and cooling. The campaign work will be made available to independent distributors and dealers across North America.
Client: American Standard Heating & Air Conditioning
Agency: Young & Laramore
Executive Creative Director: Carolyn Hadlock
Creative Director: Bryan Judkins
Associate Creative Director: Scott King
Associate Design Director: Zac Neulieb
Writer: Aidan McKiernan
President/Chief Strategy Officer: Tom Denari
VP, Marketing / Account Director: Brad Bobenmoyer
Account Supervisor: Cory Schneider
Account Manager: Catherine Watson
Consumer Insight Strategist: Marie MacWhorter
Executive Producer: Amy Jo Deguzis
Production Company: Decipher Entertainment
Producer: Dwjuan Fox
Director: JD Walsh
Editorial: Cutters LA
Editor: Adam Parker