Trane AC shows how to be smartly lazy, thanks to Edison, Bell & Wright Bros!

The challenge for the creative agency, ITSA, was to create something clutter-breaking in this category, and not make the brand lose its relevance by making it appear that consumers are being asked to become lazy

Sarmistha Neogy | Mumbai | May 7, 2014

Click on the image to watch the TVC.

Trane India, a global leader in heating, ventilation and air-conditioning systems, has brought the collective intellects of the smartest minds over centuries, like Edison, Graham Bell, Tesla, Alfred Nobel, Pascal and the Wright Brothers under one roof. This has been made possible in the company's new animated digital advertising campaign 'Be Smart Be Lazy' which focuses on the significance of Trane's smart solutions to make life easy for their consumers.

Commenting on the digital campaign, Shankar Subramanian, Director – Sales, Residential Solutions, Ingersoll Rand, said, “Our new digital campaign 'Be Smart, Be Lazy' emphasises on effortless living in the cozy surroundings of your home, while enjoying the benefits that the smart Trane Air Conditioner offers. The thought put in this campaign was that most of us have an inherent desire to be lazy and some of the greatest inventions in time have also made us lazy by making life easy.”

For the record, Trane is a brand owned by Ingersoll Rand.

The campaign film has been conceptualised by ITSA and produced by Vivi 5. The TVC showcases that owing to the smartest brains of our greatest inventors, we have light bulb, electricity, telephone, the airplane and calculator which have simplified our lives and in turn has made us lazy. Keeping this insight, Trane Air Conditioners have been designed to meet the needs of evolving Indian homes. Trane products offer simple, yet technologically-evolved levels of interactivity, control, customisation and operations for modern living.

“Trane being a niche brand, we were given the brief to target an intelligent set of audience with higher taste. We realised that all the great inventions around the world, on one hand, have made life simpler for us and, on the other, have turned us lazy. So we decided to play on his concept that be lazy but at the same time be smart as well,” explained Emmanuel Upputuru, Creative Director, ITSA.

“The challenge for us was to do something in this category which would be clutter-breaking. And not to make the message of the brand lose its relevance by making it appear that people who buy Trane products are lazy,” said Upputuru.

Upputuru light-heartedly added, “This would probably be the greatest line-up of celebrities to endorse a brand. We loved working on this and I see a great potential to take the idea forward.”

“Thus Trane interactive Air Conditioners have ushered in a new era of transforming Indian homes by providing ultimate comfort, convenience and control. The idea was to address the unstated developing needs of the consumers by building a technology platform which integrates comfort. In a true sense, the Trane interactive products have been designed so smart that they let you be lazy,” said Shankar.

The digital campaign is being promoted across all social media platforms such as Facebook, Google, YouTube, as well as the search and digital plus mobile advertisements. Smaller variations of the video (3 x 20-second films) have been released in cinema houses. The campaign is live since mid-April and will carry on till the end of June.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Trane India

Agency: ITSA

Creative Director: Emmanuel Upputuru

Art Director: Tanvi Bhatia

Copywriter: Nitin George

Animation House: Vivi5

Sarmistha@bestmediainfo.com

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