Not all energy is created equal. On the surface, one cubic foot of natural gas or kilowatt of electricity produces the same BTUs or lumens as any other. But generating, harnessing and delivering that energy is only part of the equation. It's what happens next that is truly powerful. When ordinary energy is put in the hands of extraordinary people, amazing things happen. Flipping a switch creates change. Turning a knob achieves potential. Pushing a power button inspires innovation. This combination is what makes one source of energy greater than another. This whole far exceeds the sum of its parts. Our dedication plus your desire. Our perseverance plus your potential. 20,000 PG&E employees plus the 15 million Californians we serve. Your energy plus ours. Once it's turned on, there's no limit to what we can accomplish.
Your Energy Plus Ours
Today, Pacific Gas and Electric Company is launching a campaign created by agency partner TM Advertising. Centered around “Your Energy Plus Ours,” the campaign underscores the northern and central California energy company’s ongoing work to let its customers know how proud they are to serve one in 20 Americans. The ads feature consumer-centric moments, expressive of PG&E’s continued dedication to assuring customers that they are at the heart of every decision the company makes. This also reinforces with the utility’s employees that they are the driving force behind these moments. PG&E plans to update these ads later in the year to reinforce this message with additional employee and customer moments.
It was important to both PG&E and the agency to be in market in the spring, so TM Advertising opted to use still photography instead of film, applying a parallax technique that creates a unique perspective shift and gives a sense of motion and energy to each image’s static subjects. Each scene is then enhanced by the addition of computer-generated motion graphics, which add emotional depth and highlight the symbolic partnership at the heart of the messaging. The campaign includes broadcast, digital and OOH elements that will roll out in the coming weeks.
Credits:
Agency: TM Advertising
Client: Pacific Gas & Electric
CCO: Bill Oakley
CD: Chris Bettin
CD: Marc Mintle
CD/CW: April Steinbach
ACD/AD: Stephanie Fisher
Producer: Hal Dantzler
Editor: Marc Hoffmeister
Editorial Company: Fast Cuts
VFX: Tony Wann, Gray Wilcox
Post/Graphics: Charlie Uniform Tango
Music Company: JSM Music