UTILITY TAKES DOWN-HOME TACK | Adweek UTILITY TAKES DOWN-HOME TACK | Adweek
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UTILITY TAKES DOWN-HOME TACK

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Earle Palmer Brown's slate of eight 15-second television spots for the Potomac Electric Power Co. takes a homey approach to educate consumers about the region's upcoming utility deregulation.
Kids, senior citizens, dogs and sports make repeated appearances in the ads, which alert
viewers to "Look for new stuff from an old friend in the mail" about the July 1 deregulation.
One commercial
features a pair of elderly women at a bingo game. Another ad shows two joggers jockeying for position. In a third spot, a price war between dry cleaners ends with a promise of tango lessons with every transaction.
"We tried to do
everyday spontaneous competitions, episodes of one-upmanship
to parallel with the
competition coming to the electricity business," said Dave Schafer,
associate creative
director at the Bethesda, Md., agency.
The campaign, which also includes radio and print components, broke the first week of May on four network affiliates
and one independent station in the greater Washington, D.C., market in local prime time.
All advertising runs through July.
--T.W. Sieber