60-second radio ad. Copyright Roy H. Williams, 2015  (Goettl rhymes with kettle.)

I was a ten year-old boy holding a flashlight for my Dad while he worked on an air conditioner for a customer. His name was Duncan Goodrich. He didn’t talk much. But there’s a certain kind of magic that happens when a son holds a flashlight for his father. I held it steady and quiet and Dad talked to me while he worked. He said, “When a person needs help, you respond right away. Not when it’s convenient for you.” He said, “Always do the right thing. Always do what’s right.” And he said, “The Goettl Iron Horse is a magnificent machine. Nothing else even comes close.” That was the first night I held a flashlight for my Dad but it wouldn’t be the last. A year later at Dad’s funeral, I realized that every time he handed me that flashlight, he was passing the torch. And my Dad believed in Goettl air conditioners. So I bought the company. Goettl. Gee Oh E, T-T-L. It’ll keep you cool, but it’s hard to spell. You can count on us to respond right away and do the right thing… Always. No one knows air conditioning like Goettl.

Here’s the second ad in that campaign:

My Dad never worked for Goettl. He was a self-employed air conditioning repairman named Duncan Goodrich. But he admired the Goettl Brothers like airplane people admired Orville and Wilbur Wright. The Wright Brothers were from Dayton, Ohio. The Goettl Brothers were from here. The Wright Brothers were awarded 7 patents for their aircraft innovations. The Goettl Brothers were awarded one hundred and fourteen. Hundreds of millions of people owe their summertime comfort to the Goettl Brothers of Phoenix. My Dad believed in Goettl. He told me never to buy anything else. So I saved up my money and I bought the company. As a boy, I held the flashlight for Dad when he fixed air conditioners at night. That flashlight was important to me. So when we arrive at your home, we’re going to give you a Goettl flashlight because you’re important to me, too. When your system needs attention – no matter what brand it is – call Goettl. No one knows air conditioners like Goettl. No one. Gee Oh E, T-T-L. It’ll keep you cool, but it’s hard to spell.