Enercare brings the heat in new spot

The average furnace has a lifespan of anywhere from 15 to 30 years, which means that if yours dates back to the 1990s or before, it might be time to consider an upgrade.

That’s the premise of a new spot for Enercare by Toronto agency G&G Advertising called “Dated Furnace,” part of a broader initiative urging Canadians to upgrade their HVAC system with a promise of zero up-front and regular monthly payments. It follows a summer spot called “Cheers to Backsplash” focused on air conditioning upgrades.

The spot opens on a woman sitting in the living room of her sleek, modern home when she hears a muted dance beat coming through the nearby heating vent. Her investigation leads to the basement, which is bathed in a purple glow, while a dance song that Shazam identifies as “Cruise Control” by Michael and Peter Fallon is pumping.

As the woman peers around the accumulated detritus of life—a plastic flamingo, an original Nintendo gaming system, one of those wood-encased TVs—she spies her decrepit furnace standing in the middle of it all. “Furnace stuck in the past?” reads the super. “It’s time for an upgrade.”

“We wanted to be relatable and bring a smile to people’s faces in an otherwise frustrating situation,” said G&G’s co-CCO and CEO Natalie Armata. “It’s not something people generally think about until there’s a problem. The challenge is to grab attention to help people get ahead of issues.”

Chris Powell