boston—Clarke Goward's latest effort for NStar features more than 75 employees of the power provider touting the company's services.
The work intro duces the tag line, "Committed to serving you well." The campaign "promotes NStar's commitment to serving their customers, and using real employees [also] promotes that message internally," said Julie Rosso, vp, management supervisor at Clarke Goward in Boston.
The TV spot shows employees in their work environments in and around Boston. They take turns explaining the company message: "At NStar, our first priority is the customer. From Walpole to New Bedford. From Westwood to the Cape. In more than 100 cities and towns, we're steadfast in our commitment to delivering on that prior ity." The spot concludes, "At NStar, we're more committed than ever to serving you well."
"We charged Clarke Goward with coming up with a campaign that showcases the work of our employees," said Margaret Sheehan Norton, director of corporate communications at NStar, Westwood, Mass.
The shop has worked with the client for nearly a decade. The spot is supported by print and radio executions, which also feature real staffers.
NStar spends in the low seven figures annually on ads.
Credits include creative director Jim Amadeo, associate creative director Tom Kelly, copywriter Law son Clarke and art director Frank Lopresti. Picture Park produced the spot, and John Hewitt directed.