JRS Accents Color Palette of York A/Cs

DALLAS Joiner Rowland Serio’s new $10 million push for York International targets homeowners who have a flair for color.

The 30-second TV spot by the Dallas agency promotes York’s new Affinity air conditioners that come in a variety of shades like Champagne, terra cotta, gunmetal and Bermuda.

Created to celebrate individual preferences, the “People like color” campaign touts homeowners’ ability to choose the hue of their outdoor A/C unit to complement their homes, the shop said.

The spot opens with a series of people standing outside their homes. Each person, in turn, says his or her color of choice: “Terra cotta, stone, Bermuda.” As different color air conditioners are seen, a voiceover says, “York’s Affinity series air conditioning systems are sleek, quiet and efficient. And they come in a choice of colors that are as distinctive as you are because people like color.”

Breaking on April 15, the national and regional effort also includes radio, print and direct mail elements. An aggressive consumer rebate and financing promotion will follow through York dealers, the agency said.

Print ads will appear in Time, Newsweek, Good Housekeeping and seven other consumer periodicals. The campaign will run throughout the summer.

Based in Norman, Okla., York International has been a JRS client for four years.