Humor used to promote new program to the Hispanic market
CHICAGO – ComEd has launched a new Spanish-language advertising campaign to assist customers in managing their energy costs by using an energy-saving light bulb. The campaign highlights a program offered by the company that discounts compact fluorescent light bulbs (CFL). The television and radio campaign to support the effort was created by ComEd’s Hispanic advertising agency of record, the San Jose Group (SJG).
To create a memorable vehicle for this message, SJG centered its spots on a key figure in Hispanic pop culture, the hairdresser. The stylist character provides the perfect mix for a creative and simple execution – humor, credibility and the ability to convey key messages in a memorable way. The humorous tone marks an unlikely and refreshing approach to energy, which is typically considered a more “serious” category.
“Humor is a common cultural thread that transcends borders and nationalities,” said Antonio Lovera, creative director at SJG. “With the variety of Latin American cultures represented in ComEd’s marketplace, we used humor as an element to engage all Hispanics in a meaningful way.”
Taking advantage of the chisme (gossip) that regularly takes place
at beauty shops, the :30 executions feature a hairdresser gossiping
to a client about how a man left “her” for something younger, that l
asts longer and even saves money. Needless to say, the amusing
banter reveals that the “her” they are gossiping about is the new
CFL bulb.
CFL bulbs use 75% less energy than traditional light bulbs and last up to 10 times as long. Replacing even one standard bulb with a CFL can save customers up to $30 in electricity costs on their bill over the lifetime of the bulb. Customers can purchase the light bulbs at a discounted price at select retailers. More information is available at www.ComEdCARE.com.
The San Jose Group was recently reappointed as the Hispanic advertising agency of record for Exelon and its operating companies, ComEd and PECO. As a result of the decision, SJG will continue to develop branding strategies and advertising executions for the company. This marks the continuation of an already well-established 12-year relationship between Exelon and SJG.
Incorporated in 1981, The San Jose Group specializes in developing innovative marketing communications solutions that connect brands and consumers to their core purpose. The agency is the anchor to The San Jose Network, Ltd., the largest group of marketing communications agencies serving U.S. Hispanic and Latin American markets. For more information on The San Jose Group, please visit www.thesanjosegroup.com.