Meet “Old Man Winter” in CEMA and Decker’s Latest Advertising Campaign

As summer winds down, Connecticut homeowners may not be thinking about winter just yet. But one familiar seasonal villain is already preparing for his return — and he’s coming back with a serious grudge against heating bills.

“If you’re a homeowner in Connecticut still warm from the last golden days of summer, there’s a good chance you haven’t given much thought to the cold temps that are right around the corner!” notes Decker SVP Strategy, Andrew Kesin.

Unfortunately, that’s all Old Man Winter has been thinking about.

In a new campaign from Connecticut EnergyMarketers Association (CEMA) and Decker in conjunction with National Oilheat Research Alliance (NORA), Old Man Winter is getting ready to unleash absolute freezing temps. His gym is frozen, just like his soul. And he won’t give a second thought to driving up residents’ heating bills. While Old Man Winter becomes a fully-realized brand character, the message sent to residents in Connecticut is clear. It’s time to prepare for colder temperatures with Bioheat® Fuel, a cost-effective, reliable and environmentally friendly home heating solution.

For CEMA, the campaign uses humor and an unexpected character to remind homeowners that preparing for winter also means thinking about how they heat their homes. 

Chris Herb, President, CEMA states, “Winter sneaks up on us all, and this campaign is a great reminder that Bioheat is an environmentally friendly way to heat your home when the weather turns cold.  Just over half of homes in Connecticut rely on Bioheat to stay warm, so this humorous consumer awareness campaign is an effective way to show homeowners that the fuel they use is taking care of their family and the environment around them.”

The creative team took the familiar idea of Old Man Winter and gave him a decidedly unconventional personality.  

Dom DeLoya, Creative Director, Decker, adds, “You know an idea is worth pursuing when it’s this effortlessly memorable. Personifying winter as a geriatric gym bro who’s training with the sole purpose to wreak absolute havoc on your heating bill was conceptually sharp and absurd in the best ways. We wanted to create something people would laugh at but also pay attention to. And while Old Man Winter may not have the warm heart and soul of Rocky, he still has the same no-quit attitude we gravitate toward.”

The “Old Man Winter” campaign launched in September  and is running on Connected TV, Social, and Digital channels across Connecticut.

 

CREDITS:

Agency: Decker  

Creative Director: Dom DeLoya

President: Kathy Boucher

Animation Studio: Dunwell

Creative Director: Ryan Dunn