Interested in starting a marketing campaign in Wisconsin for its new consumer-grade space heater, this national leader in HVAC solutions wanted to develop a series of radio spots that would resonate with the target audience—weekend warriors who love to spend their days working on projects in the garage. Knowing that the one universal thing that puts an end to their hobbies is the deep chill of winter, we positioned the heating unit as the solution to keeping those projects going all year long. This first of two spots talks about the things in life that are meant to be cold, and the things in life that don’t have to be—like the garage. The humorous nature of this first spot makes a solid connection to the target demographic, and helps steer them to the website to learn more about the unit and find a local installer.