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Alliance's TV PSA judged second best commercial in the world
(Posted on 15 May 2002 5:25 pm)
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The
Alliance to Save Energy's "Static Electricity House", a television
spot on home energy efficiency was voted the No. 2 TV commercial
in the world.
Judges and producers of "World's Greatest Commercials," which
aired on CBS-TV on 11 May, had earlier judged the Alliance ad
as one of the top 10 commercials in the world. Voting to rank
the top ten was then conducted on the USA Today and CBS web
sites.
The Alliance public service advertisement (PSA) beat all other
commercials from top branded companies like Citibank to come
up trumps. Other ads in the top ten included car manafacturer
Mercedes' “Aaaooggaahh” from the United Kingdom, New York Mets
dishing out ' Friendly Advice' and Argentinian Telecom urging
viewers to 'Look at me'. Sealy's 'Boy' ad showed how the right
mattress puts a hyperactive child to sleep immediately.
The Alliance and its ad agency, DDB, used humour to "break through
the media clutter" in a "shocking" creative way as the TV spot
focused on consumer angst over energy bills. "Static Electricity
House" highlights a family's wild experiment to cope with high
energy prices by powering their home with static electricity.
It requires all family members, including the dog, to keep rubbing
their wool socks on the carpeting to keep lights on and power
functioning.
But that approach has many humorous drawbacks -- from a burning
carpet to having all their hair stand on end. There are many
other "shocks" in the process. And then, of course, a wool sock
clings to the back of the dad's jacket as he goes off to work,
briefcase in hand. The family discovers they need not go to
such extremes when simple energy efficiency approaches and ENERGY
STAR-labeled products (symbol for energy efficiency) are better
solutions to reduce their energy prices, energy use, and pollution.
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