A team from Carmichael Lynch made a great discovery while touring Trane’s headquarters in Tyler, Texas. They were introduced to Trane’s SEET lab, where Trane’s heating, ventilation and air conditioning (HVAC) systems undergo rigorous testing in the most extreme conditions. Carmichael Lynch was so impressed by the durability of Trane’s products that they wanted to see just how far they could take Trane’s iconic tagline.nn”It’s Hard To Stop A Trane®. For years this tagline has proven what we already know: that these are the most reliable HVAC machines in the world,” said Dave Damman, chief creative officer at Carmichael Lynch. “But much like Frankenstein, the only one that could kill the monster was the one person who created it — Dr. Frankenstein.”nn
nnCarmichael Lynch then took that idea to Ingersoll Rand Residential Solutions VP of Marketing Scott Martin, who saw the opportunity to set the heating and air conditioning category on its ear while also reinforcing the Trane brand promise.nn”This campaign is true to everything Trane represents. It’s reliability with a capital ‘R,’ said Martin. “Only Trane can legitimately demonstrate this type of extreme, exaggerated testing. It’s because our engineers take our products to the limit every day. And consumers understand that.”nnCarmichael Lynch, with the help of production company Bandito Brothers LLC brought to life Trane’s testing message in a highly cinematic way. “There we were, right on the edge of Death Valley, putting Trane’s units through the most unexpected testing conditions and breaking world records,” said Sheldon Clay, creative director at Carmichael Lynch. One of the four TV spots, Belly Flop, features a 39-foot city bus that sets a world record for biggest remote-controlled jump, which belly flops on a Trane cooling unit. The Bandito Brothers recycled the destroyed city bus by turning it into an office bar.nn”We are fortunate to have a client that’s willing to go to the edge in demonstrating a product benefit, especially when it involves fire, lightning and explosives. Probably not what you’d expect from a 100-year-old HVAC company. It turned out to be a big idea that blew them away. Literally.” said Damman.nnThe Bandito Brothers, who specialize in high-action filmmaking, incorporated a lot of the same filming techniques that they used in their blockbuster hit, “Act of Valor.” The TV spots brought to life Trane’s iconic tagline and demonstrated just how hard it is to stop a Trane heating and air conditioning unit.nnn nYou can view the four TV spots by clicking on the titles below:nnProjectilesnNature’s Wrath nExtreme Heat nBelly FlopnnCreditsnCarmichael Lynch AgencynDave Damman: Chief Creative OfficernSheldon Clay: Group Creative Director, WriternJeff Terwilliger: Associate Creative Director, Art DirectornConn Newton: Associate Creative Director, WriternJoe Grundhoefer: Director of Integrated ProductionnJon Mielke: Content ProducernVicki Oachs: Director of Business AffairsnMaria Reitan: Senior PrincipalnAndrew Pautz: Account LeadernAnne Flavin: Account LeadernnBANDITO BROTHERS Production CompanynSuzanne Hargrove: Executive ProducernMouse McCoy: DirectornLeonardo Veras: ProducernShane Hurlbut: Director of PhotographynnButcher Edit EditorialnDave Henegar: EditornRob Van: Executive ProducernnDrive Thru Online & VFXnBeth Wilson: Executive ProducernDerek Johnson: VFX Artist & Online EditornnCO3 ColornDavid Hussey: ColoristnnThe Motion Picture Company VFX for “Nature’s Wrath” onlynJustin Brukman: Executive ProducernKelly Bruce: VFX ArtistnnBWN Record/MixnAnnie Holoein: ProducernCarl White: MixernnLime Studios Sound DesignnJessica Locke: Executive ProducernJoel Waters: Sound DesignerMaria Hileman Communications and Marketing Manager Carmichael Lynch 612.334.6009 Contact Maria via email
NYF Advertising Awards Open for Entries: Grey New York and New York Festivals Launch ‘No BS Allowed’ Campaign and Plant Seeds of Growth
The New York Festivals Advertising Awards is now officially open for entries for the 2025 competition. Grey New York has teamed up with New York Festivals Advertising Awards to unveil a bold new creative campaign, titled “No BS Allowed,” for the show’s 2025 awards season. The campaign serves as a call for entries, challenging the advertising industry to reject superficiality and focus on creating work that truly matters. The New York Festivals Advertising Awards, known for celebrating the world’s most innovative and impactful advertising, is taking a hard stance against the industry’s reliance on inflated metrics, fabricated buzz, and empty results. In this provocative campaign, these industry conventions are reimagined as something more tangible and valuable: fertilizer for growth. Thiago Cruz, Chief Creative Officer at Grey New York. “New York is famously known for not putting up with BS, so we’re ensuring our festival stands for that too. We’re looking for work that truly drives both cultural and business value for clients.” The campaign humorously relabels case studies' so-called "BS" with sharp accuracy, exposing the elements that undermine true creativity:
- Made-up tweets
- Inflated number of impressions
- Lots and lots of positive sentiment