That’s a Lotta Juice!


When people think Train, they think about “Drops of Jupiter.” When they think Trane, they think about the most trusted name in HVAC. But what they don’t usually think about is renting a 1,500 kW generator to keep their business on-line when their building’s electricity is knocked out.

For more than a quarter century, Trane’s Rental Services has been figuring out how to provide power, cooling, and heating on a moment’s notice — often in less-than-ideal situations. They’ve powered hospitals crippled by hurricanes and kept sugar beet mini-mountains cool as they wait to go to market. They even air dropped a chiller on the 30th floor of a skyscraper in Lower Manhattan. These people love a challenge.

The problem? Even some of the most loyal Trane customers were surprised to learn about this service.

The Challenge

Create a quick video that makes viewers aware that Trane’s got their back when unforeseen (or totally foreseen) circumstances strike…no matter where, no matter how, no matter the application.

Our Approach

When we need to pack a lot of information into a short amount of time, we love the spokesperson approach. It allows us to tailor a tight message and infuse the video with character.

We thought it would be effective — and kind of funny — to pair a no-nonsense, unflappable, borderline gruff protagonist with simple props (postcards, a juice box, line art on a stick) to help deliver the message.

We jazzed it all up with a swingin’ bossa nova bassline, quick edits, and shots of all the equipment you could ever want (or need) to rent.

The result? Well, this is the video we get asked about the most. And Trane loved it so much they hired our deadpan detail deliverer to host their Rental Services 25th anniversary event. Now that’s a lotta juice!