Lance Reddick Introduces Cree LED Bulbs for Baldwin&

By Erik Oster 

Lance Reddick, who you should know as Lieutenant Daniels on The Wire, takes center stage in Raleigh-based agency Baldwin&‘s new campaign for Cree LED Bulbs, entitled “The Room of Enlightenment.”

The digital campaign features Daniels Reddick in a series of loquacious spots extolling the virtues of LED bulbs, which compare favorably to the incandescent ham fryers you grew up with. Relying on solid copywriting and Reddick’s excellent delivery, the spots are memorable without any frills or fancy production touches. The campaign comes on the heels of a recent incandescent bulb ban, with stores still trying to sell their remaining stock of the soon-to-be relics. One spot, “Gray Market” (featured above) pontificates that there will soon be an illicit market for incandescent bulbs where you may find yourself  “trading jugs of grandpa’s porch juice for bulbs out of a rusty hatchback from a guy with a tattoo on his forehead who goes by the name of Rattlesnake.” In other, clever spots, Reddick uses a competitor’s oddly-shaped bulb as a ping-pong paddle, and talks metaphorical money goats. Stick around for a couple more spots, along with campaign credits, after the jump.


CDs: David Baldwin, Bob Ranew
AD: Kellyn McGarity
CW: Chad Temples
Prod.: Mattias Davidsson

Prod. co.: RSA Films, New York
Dir.: Jesse Peretz
DP: Giorgio Scali
Exec Producer: Tracie Norfleet
Line Producer: Lynne Pateman
Head of Production: Elicia Laport

Post: No6, New York
Offline Editor: Justin Quagliata
Exec Producer: Malia Rose
Colorist: Stephen Pican

Sound: Sonic Union, New York
Engineer: David Papa