Martin Reminds Public of Oil Heat’s Benefits

ATLANTA The Martin Agency today launches its first broadcast advertising for the National Oilheat Research Alliance.

Martin account supervisor Sydney Norton said the focus of the “White heat” campaign is to reinforce to consumers the advantages of having oil heat as opposed to gas or electric. “This campaign targets current customers, making sure that they understand that oil heat is 99.9 percent clean and 100 percent warm,” said Norton.

The 30-second television spot shows a family in their home being followed and surrounded by a flowing cloud that is referred to by sources at the shop as “white heat.” Creative director Steve Bassett said that the objective was to use imagery instead of scientific jargon to “show the beauty of today’s oil heat.”

“The technology we used was developed specifically for this spot,” added Bassett. “We combined live-action shots with computer-generated imagery to achieve the notion of clean heat and how good it makes people feel.”

The commercial runs through November in markets where oil heat usage is most popular, said Norton. The National Oilheat Research Alliance is headquartered in Alexandria, Va., and has chapters in 22 states including Pennsylvania, New York, Massachusetts, Maryland and Rhode Island.

Martin of Richmond, Va., said it also produced radio spots that launched in June and will run through November. Outdoor efforts begin appearing next week in New York.

Campaign spending details were not available.