Consumers Energy Shifts Its Tone

Hanon McKendry uses a child’s perspective to warn people about the dangers of downed power lines in a new campaign for Consumers Energy, Michigan’s largest utility.

The campaign, which consists of a 30-second television commercial and a 60-second radio spot, takes a different ap proach than the tongue-in-cheek humor used in previous campaigns, said Jacqui Garcia, senior copywriter at the Grand Rapids, Mich., agency.

“We’re trying to give it a different feel. The last spot was a bit quirky,” she said, referring to an ad showing a screaming man on a speaker-phone.