American Standard Makes Case For Staying In
Home is where the heart is, and it’s where the longest-lasting memories are made. In a new campaign for its heating and cooling systems, American Standard shows that a night spent in can be as thrilling as one spent out.
In a new video ad from agency Carmichael Lynch, a woman gets dolled up for a date while creepy things happen around her house. As the woman puts on lipstick, a bipedal lizard creature walks outside her house. As she fixes her hair and her dress, the creature’s feet appear in the hallway and a hand picks up a pair of scissors. The commercial’s reveal shows that the lizard creature is the man’s husband, and they’re settling in for “Sci-Fi Film Festival” on the couch. “Some of the best moments in life happen at home,” says a voiceover. “American Standard heating and air works smarter to make them all more comfortable.”
“The strategy is to place American Standard in the middle of the equation of family, comfort, and cherished memories,” Dave Damman, chief creative officer of Carmichael Lynch, tells Marketing Daily. “It creates a strong emotional connection to something that seems very rational."
The campaign is to tap into the emotions people have about their homes, “that the most valuable times are the moments we spent together as a family,” Damman says. Through the campaign, the company is hoping to reach a younger demographic beyond empty-nesters, he says.
Beyond the television and print executions, the company is also planning a “National Night In” to promote the idea of creating memories at home that will be promoted through social media, Damman says.