Cates Heating & Cooling operates in one of the most crowded advertising categories around. Most competitors rely on the same familiar formula. A technician on camera, a friendly owner, and a promise of peace of mind. The problem is not that it is wrong. It is that homeowners have learned to tune it out. The goal with this campaign was to flip the focus. Instead of talking about the company, the work centered on the homeowner’s lived experience. The frustration of uneven temperatures. The annoyance of rooms that never feel right. Those moments became the story. By leading with the problem in a creative and playful way, the commercials were designed to interrupt scrolling, grab attention, and feel immediately relatable.