Young & Laramore Launches First Campaign for Trane

By Erik Oster 

Back in January, Ingersoll Rand appointed Young & Laramore as agency of record for its Trane and American Standard Heating and Air Conditioning brands.

Now the independent Indianapolis-based agency has completed its first campaign for the Trane brand, entitled “Tested to Run.” A series of spots stress the brand’s rigorous testing and hardworking engineering teams constantly striving to improve Trane products. Despite the change in agency and creative strategy, the brand’s “It’s hard to stop a Trane” tagline remains, however.

The campaign will roll out nationally in September, including broadcast spots on networks including HGTV, CNN, MSNBC, ESPN and Discover. Online video partners include The New York times, Wall Street Journal. Bloomberg, CNN, CNET and Huffington Post and the campaign will also include print (see below), OOH, radio, digital and social initiatives.

“When our team visited the plant in Tyler, Texas to see the extreme testing situations that Trane puts its products through, we couldn’t wait to find a way to present these compelling scenes in a campaign,” Young & Laramore president and chief strategy officer Tom Denari said in a statement. “From extremely frigid temperatures, to flooding, to severe impact, these tests truly pay off why Trane is so reliable.”


“This has been a great adventure, and in a sense, a true honor helping evolve a globally iconic brand,” added Ingersoll Rand director of brand and marketing communications, residential HVAC Brian Welborn. “The fact is, no one tests like we do. And the reality is, it’s our people and their beliefs that continue to push Trane. The Y&L team did a great job of capturing that idea, and breathing fresh life into it.
























AGENCY: Young & Laramore

• Carolyn Hadlock, ECD/ Principal
• Bryan Judkins, Creative Director / Principal
• Scott King, Associate Creative Director
• Dan Shearin, Senior Art Director
• Deidre Lichty, Senior Writer
• Sara Frucci, Designer
• Tom Denari, President & Chief Strategy Officer
• Brad Bobenmoyer, Vice President, Account Director
• Dave Theibert, Account Supervisor
• Sarah Davis, Account Manager
• Catherine Watson, Associate Account Manager
• Kari Peglar, Senior Consumer Insight Strategist
• Amy Jo Deguzis, Executive Producer


• Richard Kaylor, Head of Production
• Jeff Shupe, Executive Producer
• Mark Hall, Line Producer
• James Frost, Director
• Masanobu Takayanagi, Director of Photography

EDITORIAL: Lost Planet

• Josh Hegard, Editor
• Gary Ward, Executive Producer
• Tim Kirkpatrick, Producer
• Garrett McDonald, Assistant Editor

END TAG / GRAPICS: Gentleman Scholar

· Will Campbell, Creative Director
· Will Johnson, Creative Director
• Nicole Smarsh, Producer

ORIGINAL MUSIC: Phantogram “When I’m Small”

· Bankrobber/Barsuk, Master Liscense
· Reservoir, Publishing Liscense
· Universal, Publishing Liscense

SOUND DESIGN / MIX: Beacon Street Studios

• Adrea Lavezzoli, Producer
• Kate Vadnais, Producer
• Rommel Molina, Engineer
• Amber Tisue, Engineer


• Benedict Redgrove, Photographer
• Tracey Quigley, Executive Producer
• John Moore, Producer