Leonard/Monahan last week unveiled its first ads for Providence-Southern.
The client, formed last January in the wake of the energy industry's deregulation, is the offspring of electricity producer Southern Co. in Atlanta and gas company Providence Energy Corp. in Rhode Island.
"We were faced with doing a campaign for a client that, while they had been around for decades, had never advertised before and never had to," said Leonard/Monahan associate creative director John Simpson. "We also wanted in a very subtle way to capitalize on [consumers'] confusion. They take time to pick a gas company and worry if they're making the right choice. We wanted to empathize with that predicament."
A trio of print ads introduce the Providence-Southern to consumers in a light, humorous manner.
One black-and-white execution features the drawing of a three-dimensional box with "Buy 27 cubic feet of natural gas for the price of one cubic yard" written above. The body copy reads, "We know what it takes to provide reliable natural gas. We're learning what it takes to create an ad . . . Which would you prefer: A company that's learning how to deliver gas or one that's just learning how to advertise?"
Art director Ralph Watson worked with Simpson to create the ads, which are currently running in the Providence Business Journal and the Boston Business Journal.
The Providence, R.I.-based shop was awarded the account after an informal review.