How do you sell a 10-year air conditioner warranty without ever saying “10 years”? In a category that competes on duration, we chose not to sell time. We chose to sell love. Because parents don’t count the years. They simply want to be there. So instead of highlighting “10 years,” we turned “being there” into a feeling. And we placed that feeling on the very road parents take every day to drop off and pick up their children. The billboard copy simply read: 'Buy Carrier when your kid starts junior high. Still covered when they finish college.' In a category where time is the promise, we made presence the emotion. When the right parents passed the right place, we didn’t sell a number. We reminded them why they want to stay.