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DALLAS – Dancing in silver jumpsuits may mean fun in computer chip ads, but it is serious business when the product is an air conditioner.
Rives Carlberg of Houston is unveiling a new brand image for Ruud air conditioning units by featuring a boot-stomping quartet of quality control testers who pull out all the stops in showing the product’s reliability and ruggedness.
A 30-second commercial, debuting nationwide this month on various cable television networks, has the inspectors spraying high-pressure water and performing high-impact choreography on the air conditioners while dancing to a new “Ruud Reliable” theme song and tagline.
“We wanted to break out of the industry category and modernize the brand while emphasizing the reliability of Ruud air conditioners,” said Chuck Carlberg, president of Rives Carlberg, in a statement.
The television spot was created by Carlberg and agency creative director Ray Redding.
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