Veering from the usual litany of benefits, Meralco surprises consumers with a refreshing new set of television ads. The “Save Electricity” campaign captures a laidback mood, but still delivers its message of promoting simple tips to save energy.
“It’s so common and irresistible to use pathos in public service ads. For a change, we opted to go light and entertaining. After all that’s bound to be the benefit if this campaign succeeds – a happy planet,” explains Noel San Juan, creative director of Publicis JimenezBasic.
The idea that started with a Mirror ball spawned three 15s TVCs, titled “Cool days”, Unplugged” and “Disco Lights”. On center stage are lovebirds, caterpillars, and fireflies–not your typical commercial endorsers–but their presence and pun in the ad demonstrates how people’s little actions do well for the Earth.
Because of the hip vibe, viewers are turning their heads to see the ad.
“For one consumers are noticing it. Even our client Meralco informed us of the good feedback the campaign has been receiving,” San Juan said. “And now my four year-old turns off the light when not in use hoping for a mirror ball to appear.”
Save electricity and make Mother Nature happy.
