Carrier Looks Beyond Function

Carrier Corp. is taking a softer approach to selling its brand in new ads from Euro RSCG Tatham.
The emphasis of the multimedia campaign is on the emotional benefits of a Carrier heating system, as opposed to previous ads that focused on the functional benefits of a well-working furnace, said Tatham executive creative director Barb Wiecek.
“Families” features scenes of parents, kids and even the dog comfortably asleep in various rooms of a home. The spot illustrates that “no matter who it is, [Carrier’s furnace] can keep everyone in your family comfortable,” said Tatham creative director Tom Rowan.