Comedian, Jerry Stiller is arguing with himself over whether he should put his thermostat on a comfortable temperature or leave it alone to save some money on his electric bill.
“You can’t afford that temperature,” Jerry Stiller says while studying his thermostat. Arguing with himself, he responds, “I want to be comfortable!” “Save the money for comedy lessons!” throws back his cost-conscious alter ego.
Starting May 11, people around the country can see actor and comedian Jerry Stiller’s internal battle continue in Mitsubishi Electric Cooling & Heating’s (Mitsubishi Electric) new ads on TV and online.
The spots are a continuation of the HVAC ductless leader’s successful “Split Personality” campaign launched last year.
Developed by Mitsubishi Electric’s agency of record, Ames Scullin O’Haire (ASO), the new spot shows Stiller arguing with himself about whether to lower the temperature on his traditional HVAC unit to increase his comfort - or leave it high to save on his electric bill. Mitsubishi Electric’s ductless unit is shown as the solution to his internal battle, offering comfort without compromise.
ASO tapped Stiller for the spot because of his humorous arguing style on shows such as Seinfeld and The King of Queens.
“We remembered how great he was to watch arguing, and thought, who better to have battling himself?” says Mike Bourne, creative director at ASO. “We knew he’d be the perfect celebrity for taking this campaign to the next level.”
The “Split Personality” campaign debuted last year, and helped increase Mitsubishi Electric’s sales by 50 percent. Now, with a well-known celebrity involved, ASO aims to turbo-charge awareness about the brand.
ASO not only handled the creative development, but also the media buy which targets homeowners 25-54 with a household income of $75,000+:
- ‘Cool’ TV: First debuting on May 11 during Blue Bloods and CSI NY finales, the spot will also appear in May during others major show finales, such as Dancing with the Stars and Survivor.
- ‘Hot’ Online: The 15-second pre-roll of the ad will be viewable online on HGTV, DIY Network and other websites as rich-media banner ads.
“Jerry Stiller is one of those comedians who resonate with people of all ages, and you can’t help but laugh when remembering him passionately arguing with others in his sitcoms and movies,” explained Joe Mastroianni, chief marketing officer for Mitsubishi Electric Cooling & Heating. “ASO picked the perfect celebrity to take our ‘Split Personality’ campaign a step up and really show homeowners they don’t need to compromise on comfort.”
Chief Creative Officer: Patrick Scullin
Creative Director/Writer: Mike Bourne
Creative Director/Art Director: Ryan Mikesell
Senior Producer: Shaun Campbell
Production Company: Hungry Man
Director: Michael Fueter
Editorial: JAM edit
Editor: Jeff Jay
Music: Genuine Music
Composer: John Ferreira
Recording Studio: CRC – Chicago