Rinnai America Corporation has launched a nationwide advertising campaign designed to educate homeowners on switching from traditional tank water heaters. Rinnai takes a fresh, humorous approach to capturing the inefficiencies of outdated water heater technology while championing endless hot water and energy savings found in tankless systems.  

The Rinnai “Yank the Tank!” campaign depicts tank water heaters as unkempt, freeloading housemates overstaying their welcome with striking images such as grimy basements and attics cluttered by old tank water heaters. The centerpiece of the campaign imagines an intervention-style family therapy session where the “freeloader” in the household is revealed to be the family’s leaky tank water heater. Sitting unused and taking up valuable space, the rusting water heater is at the center of the “tough love” session, which reinforces its inefficiency and energy waste.  

“Most homeowners don’t think about their water heater until it’s too late," said David Federico, Sr. Marketing Director of Rinnai America Corporation. "With the freeloader concept we’re flipping the script. We’re making tankless water heaters top of mind by showing the relatable and real-life frustrations of traditional systems. Once the facts are out there and the time comes for replacement, families are ready to make the smarter choice.”

The campaign includes streaming broadcast ads, online advertising and social media placements collectively serving to drive awareness and empower local action. The campaign highlights the proven advantages of Rinnai tankless water heaters, including:

• Endless hot water – No more cold showers, even with back-to-back water usage.
• Energy efficiency savings – Rinnai tankless systems use up to 40% less energy compared to tank water heaters.
• Space-saving design – Compact and wall-mounted, tankless systems free up valuable floor space.
• Durability – Tankless heaters have double the lifespan of most tanks, reducing replacement frequency.
• By helping consumers move away from aging systems, Rinnai provides safer, environmentally friendly, and cost-effective home upgrades and reflects its commitment to, ‘Creating a healthier way of living.’

The ads guide homeowners to visit timefortankless.com to find resources like a Tankless 101 guide, free estimate forms and local expert plumber connections.

“Rinnai had been using ‘Yank the Tank’ for a few years and knew the value of attention-grabbing humor,” said Brian Gray, Creative Director at Miller Brooks, the Indianapolis-based agency behind the campaign. “Springboarding off that and knowing aging water heaters can be a real burden, we expanded the concept to show they’re more than just obstacles; they’re deadweight and there’s a much better alternative.”