Perfectly engineered. For your home.
Advertising Agency: GSD&M Idea City, Austin, Texas, USA
Creative Director: Ralph Yznaga
Photographer: Adam Voorhes
Art Buyer: Shannon McMillan
Published: Summer 2010
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9 Comments
Can hardly call it an idea (hey lets put our products into a car shape) and copy doesn't go with it.
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Yes, it is an idea. It may not be original (actually it is not), but it works well for the brand, and copy does go with it. Lennox makes industrial air conditioners and furnaces. For the purposes of this campaign they've been transformed into high end tech objects, thus conveying the message that these cooling and heating units could be technologically advanced as well or that they require a great degree of engineering precision as well. The layout is very elegant; it's not tacky or flashy. I like the light effects as well as the shadows. Everything looks natural. The only thing I don't like is the company's slogan: innovation never felt so good. It's a bit hackneyed. But maybe some other agency came up with it.
You're just talking to yourself. These ads say absolutely none of that. Maybe if you sit down and analyze them like you've done. But to the casual observer they lack any type of intelligent message. And hey, let's face it, the public will skip right over advertising like this. The public doesn't care AT ALL if the shadows are right or if it looks "natural" or the layout or the lighting effects. The public wants to not be bothered by ads. Ads are annoying, a distraction and an interruption. Good advertising needs to get people interested and needs to make them want to be involved.
This campaign accomplishes none of that.
Let's say you're 100% right. That this campaign says "these units could be technologically advanced and require great degrees of engineering." Well, so what? Who cares? What does that do for me as a consumer? If I'm looking for a new heating/cooling system why should I buy one of these? Because the art looks pretty? Hell no.
I can tell that you belong to the old school of marketers/advertisers. Thanks for your comment though. Different opinions are always welcome. For me this campaign accomplishes two things: first it shows the actual product(s) and they look very stylish and second it assures me that they are well made or engineered. What I am going to do next as a consumer is research the brand MYSELF and decide whether to choose it over another brand. Consumers these days do NOT rely on ads to make purchase decisions; hence advertising these days is mostly "art". One final thing. If you don't care about "fancy" stuff such as shadows, light effects, etc, then you you are on the wrong site. People on here do discuss such things which may seem trivial to you, because this site is all about creative advertising.
If you think a bunch of print ads featuring the same visual metaphor and same exact strategy statement posing as copy are CREATIVE, then more power to ya! :)
I didn't know that ads part of the same campaign were supposed to use different strategies or metaphors. That said, it's ok to disagree on what's creative. I don't think this is a brilliant campaign, concept wise. I just think that it's well done or executed. :)
I totally agree with FourT6and2. Even after reading everything you discussed I still dont get excited by these.
I totally agree with FourT6and2
www.immb.info
The car they made doesn't look "perfectly engineered," it actually looks like the opposite...very hodgepodge, and very dated. The blinkers or corners or whatever they're supposed to be aren't even the same. At the end of the day, this one is just super forced. The only one that kind of works for me is the satellite one.