Advertising professionals understand that it is sometimes tough to get customers emotionally invested in a product. They may want to take a page from a Lennox advertisement that broke ground on this concept. Lennox is an HVAC company that manufactures air conditioning components. Though it may seem unlikely that they would try to capture the emotional spirit of consumers, that is exactly what they tried to do in one of their ad campaigns.

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How Lennox Figured Out One of the Toughest Jobs in Advertising – Adweek