Tierney Puts Face to PECO, ComEd

CHICAGO Tierney Communication looks to put a human face on the corporation by depicting real employees at work.

The print, outdoor, radio and television effort is the Philadelphia agency’s first work since winning the consolidated account for Exelon, the parent company of Chicago’s ComEd and Philadelphia utility PECO. Both utilities are served by the effort, which is tagged, “That’s our promise. That’s our way.”

One ad shows a man working in a downpour in a yellow slicker alongside a photo of dryers in a laundromat with the headline, “I promise to get drenched so your clothes can get dry.” A television spot that broke in late May uses animation to highlight the utlities’ promises to customers along with employee signatures.

Previous ComEd advertising from Publicis Groupe’s Leo Burnett in Chicago showed how the utility touches people’s lives, such as providing the electricity for ornate holiday displays or power for local bands. “ReCommitted” was the theme of that effort.

The campaign will run with the ComEd logo in the Chicago metro area and in Rockford, Ill. PECO-themed ads will appear in metropolitan Philadelphia.

Campaign spending was not disclosed, but Exelon spent $3 million on all advertising last year, according to Nielsen Monitor-Plus.