LIGHT UP our lives

For the first time, Osram Sylvania is employing high-tech animation in its advertising.
The spot conceived by Mullen of Wenham, Mass., and animated by Blue Sky, New York, is titled, “Moth ball.”
The ad opens with animated insects banging into a porch light. The bulb is changed, and the moths pair up and waltz through the air to classical music.
“Change the light. Change the mood,” an announcer says.
The ad is a “big departure” from past Sylvania spots with live, human actors, said
Jon DiGesu, the Danvers, Mass.-based client’s communications director.
When Mullen suggested animation, “We figured it would be an interesting way to illustrate lighting,” DiGesu said. “Lighting is difficult to capture on film.”
The spot premiered during the Sylvania Alamo Bowl last month on ESPN and will air again on network and cable stations in early spring.
Initial response to the ad has been positive, DiGesu said.
“It positions our company as a class act.”
–Lauren Wile