DALLAS - Service Experts Inc. has launched its first series of television commercials. The new television campaign is an extension of a print campaign run by advertising agency Calise and Sedei. It identifies the five standards of excellence that Service Experts highlights to differentiate itself from other HVAC competitors.

"The television campaign sets up exaggerated real-life scenarios to play off just how uncomfortable you can be when your HVAC is not working," said Don Sedei, executive creative director of Calise and Sedei.

The brand campaign leverages the Service Experts Inc.'s five standards of excellence: quality service every visit; daytime, nighttime, on-time service; North American Technician Excellence (NATE) certified professional technicians; respect for homeowner and the home; and always easy to work with.

"The consumer views a heating and air conditioning purchase or repair as a grudge purchase," said John Lee, managing director of Calise and Sedei. "We are trying to position Service Experts as a value purchase, tied to creating total indoor comfort."

Each of the 130 Service Experts centers can customize one or more of the seven spots to meet specific market and promotional needs.

Publication date: 05/01/2006