GSD&M Goes Deep Inside Lennox

NEW YORK Lennox will expose its inner workings in a high-tech TV campaign for its air conditioning and heating products.

One spot, breaking this week, is for Lennox’s AC products. The other, breaking in the fall, is for a heating unit. Creative, via Omnicom’s GSD&M in Austin, Texas, uses a 2mm camera lens (the size of a pinhead) to literally take viewers inside and through the system’s mechanical workings. At the end, the camera emerges to show an actor playing Dave Lennox, the company’s overall-clad founder, standing next to the unit.

Placement includes CNN Headline News, A&E, Discovery Channel, TLC and HGTV. No budget was given for the effort. Lennox spent $10 million on measured media last year, per CMR. The tagline remains the same: “Lennox. A better place.”

A company representative said the journey within the unit demonstrates “how their impeccable design leads to superior performance” and that the creative is meant to convey that Lennox has the quietest and most efficient central air conditioner in the marketplace.

This is not the first time that Lennox has used unusual imagery in its advertising. In 1999, it introduced a campaign featuring swimming penguins and loping camels walking through a house that shows how using air conditioning and heating units, as opposed to a central hookup, cause hot and cold spots in various parts of the house.