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Chicago electric utility company ComEd has launched a new Spanish-language advertising campaign to reiterate its reliability among its Hispanic customers. The branding campaign, titled “Sueños (Dreams),” consists of television and radio commercials and will be running in the Chicagoland area over the next six months. ComEd’s Hispanic agency of record, The San Jose Group (SJG), developed the campaign.
“We wanted to reinforce the value that ComEd customers receive,” said Jim Legg, vice president of client service for SJG. “Energy is one of those items that every household absolutely needs, and it’s important for us to stress ComEd’s reliability and the key role it plays in customers’ lives.”
The Sueños campaign uses the concept of an orchestra as a metaphor to demonstrate how ComEd employees work together to provide reliable service to customers. The television spot begins with a young boy turning on a light switch and imagining that, with the switch, he can turn on all the lights in the city. At the end, the child turns off the switch, amazed at how the energy illuminates the skyline. The spots conclude with the line, “Proveyendo la luz que ilumina tus sueños/Providing the light that illuminates your dreams.”
To create an even deeper impact, SJG commissioned an original score, with music composed specifically for the ComEd spot. Post-production played a key role by seamlessly moving from scene to scene as city landmarks are shown intertwined with visuals of musicians representing an orchestra of employees working behind the scenes to keep the city lights on. The lights of the city seemingly dance to the music of the orchestra, bringing all the elements together. These are the scenes running through the young boy’s mind as he flips the switch.
Various tags at the end of both the television and radio executions will draw attention to ComEd’s investment in the Chicago Hispanic community, mentioning its participation in local events such as Fiestas Patrias and the Viva Chicago Latin Music Festival. A number of tags also will emphasize ComEd’s green initiatives, assistance programs and charitable contributions.
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