Georgia Power shines the spotlight on the people behind the Atlanta-based regional utility in a television campaign breaking Aug. 10 throughout its home state.
Four 60-second spots, created by Pollak Levitt Chaiet here, seek to position Georgia Power as a company that cares--an image it hopes will build loyalty among its customers when deregulation of the utility industry ushers in competition.
"The spots highlight [Georgia Power's] accomplishments as an energy leader by communicating through the eyes of employees and customers," said Pollak Levitt Chaiet senior vice president and creative director Andrƒ Nel, who joined the shop last fall from The Richards Group in Dallas. It was his reel that helped land the branding assignment from Georgia Power [Adweek, March 17].
In one commercial, dubbed "Commitment," the wife of a Georgia Power crew chief observes how her husband's job repairing storm-damaged power lines helps people "get on with their lives." Energy professionals from around the globe visit a local power plant in "Knowledge," "Relationship" focuses on a healthcare facility administrator benefitting from the client's ideas for decreasing his costs, and "Holiday Spirit," which breaks at the end of the year, features Georgia Power employees volunteering in their communities.
Nel wrote and art directed the commercials in collaboration with director Tracy Helms of Los Angeles production company Scream.