Trane Commercial
Representing an industry
We created commercial video for Trane that spotlights the benefits of a career in HVAC.
Background
You’ll find Trane HVAC equipment in buildings all across the world, from single-family homes in Europe to the Washington Monument. With so much equipment to service, HVAC techs are in high demand — however, there’s a significant labor shortage in the industry.
Obviously, that’s a problem for our friends at Trane, who rely on the next generation of technicians to help them maintain the world’s heating and cooling systems.
Trane asked us to create a video targeting young prospective technicians as well as high schoolers (and their parents) who might be looking for a different path to a secure and rewarding career.
Our work
Trane asked us to execute a “day-in-the-life” video concept, with visuals focusing on safety equipment and technology and finishing with a testimonial from a current technician. Since we’re relentlessly obsessed with message-first marketing, we dug deeper to see if we could make a bigger impact.
We interviewed Trane technicians around the country and discovered a recurring theme: that because of the nature of their job (fixing the A/C on a sweltering day, or getting the heat back on so a store can re-open), these technicians are seen as heroes by their customers. Working with that theme, we proposed an anthemic twist on the original concept, framing techs in a “hero” role and emphasizing the sophistication and importance of the job.
We set the scene with a variety of locations — from a breakroom to a training room; from a baseball stadium to a corporate location — and let our interviews serve as inspiration for the script, right down to a group of preschoolers singing their appreciation to our tech. The result is a video with subtle lifestyle touches that puts two Trane heroes front and center. Prospective technicians see variety, autonomy, technology and interesting work within reach.