DETROIT, May 30 /PRNewswire/ -- Christopher Guest, director of such films as Waiting for Guffman, Best in Show, and For Your Consideration, brought his improvisational, mockumentary filmmaking style to two new television commercials for Carrier Corp., the world leader in air-conditioning, heating and refrigeration solutions. Carrier is a subsidiary of United Technologies Corp. .
The 30-second spots, produced by Carrier agency of record Campbell-Ewald, debuted earlier this month. They take a humorous approach to consumers' lack of knowledge about how their home heating and cooling systems work. They are shot to suggest impromptu, "in the moment" interviews with homeowners who have purchased a Carrier heating or cooling system to save money on their energy bills. In a spot entitled "Laura McGowan," Laura addresses the camera directly to explain how her furnace helps her save up to 33 percent on her heating costs, and quickly demonstrates that she can't explain the science behind it.
The premise is applied to air conditioners in a second spot, "Nick McMurdy," in which Nick, in the process of doing yard work, is left speechless when asked by the announcer to explain the technology that makes his air conditioner work. The announcer declares that Nick doesn't really need to know the science and technology behind his air conditioner. "That's our job," the announcer concludes. "Carrier. Turn to the Experts."
"These were very simple spots with the simple premise of having everyday people try to explain how their air conditioner or furnace works," said Mark Simon, executive vice president, executive creative director at Campbell- Ewald. "Christopher Guest is very selective about the projects he takes on. Fortunately, the scripts resonated with him, and his improvisational approach was the perfect match for the message we are trying to deliver in these spots -- that Carrier is a trusted, approachable authority on heating and cooling."
The TV spots are part of a national, integrated campaign that includes print, radio and Web advertising designed to raise brand awareness for Carrier and their products -- the most energy-efficient heating and cooling system available.
"We needed a campaign that would grab the viewer's attention to communicate the benefits of a Carrier heating and cooling system," said Mike Branson, brand manager, Carrier North America Residential. "For instance, the Infinity(TM) air conditioner by Carrier is so advanced that it can help consumers save up to 56 percent on cooling costs. This campaign is an engaging way to use humor to help communicate our product benefits."
ABOUT CARRIER CORP.
Carrier Corp., headquartered in Farmington, Conn., is the world's largest provider of heating, air-conditioning and refrigeration solutions. Carrier is a subsidiary of United Technologies Corp., a Hartford, Connecticut-based provider of a broad range of high-technology products and support services to the aerospace and building systems industries worldwide.
For more information about Carrier products and services, visit http://www.carrier.com/.
ABOUT CAMPBELL-EWALD
Campbell-Ewald is the nation's sixth largest advertising and marketing communications agency network, with more than 1,300 employees and offices in Detroit, Los Angeles, Atlanta, Chicago, Dallas, New York and Washington, D.C. A part of The Interpublic Group of Companies , Campbell-Ewald partners with a score of national brands, including ACDelco, Alltel, BISSELL, Chevrolet, Farmers Insurance, Kaiser Permanente, Michelin, OnStar, the United States Navy and the United States Postal Service.
For more information on Campbell-Ewald, visit http://www.campbell-ewald.com/.
© 2007 PR Newswire
