Cronin Unveils ECMB Effort

BOSTON Cronin & Co. has fashioned a statewide multimedia campaign for the Energy Conservation Management Board designed to educate businesses and consumers about programs offered through the Connecticut Energy Efficiency Fund.

The work includes TV, print and radio ads, as well as a Web site ( and public relations initiatives. The budget is $400,000, according to the independent agency in Glastonbury, Conn.

One 30-second spot shows the exterior of an office building at night. From within, we hear a boss and employee having a discussion about keeping the lights off to save energy. A telephone rings. “Are you going to get that?” asks the boss. “As soon as I find it,” the worker responds.

Another commercial presents a dark suburban house as a husband and wife have a candlelit dinner in order to save electricity. “Can you pass the bread?” she asks. We hear a loud “Meow.” In the dark, the husband had actually handed her the cat.

A print execution shows a cartoon figure sitting on a light bulb with the headline, “You don’t have to change the way you live to change the way you save.”

The long-term goal of the campaign is to “encourage and enable consumers and businesses to implement long-term changes in energy use,” said Richard Steeves, chairman of the ECMB.

All ads guide viewers to the Web site for more detailed information. This marks the first time the ECMB has advertised since its formation seven years ago.