-Eleven launched this brand awareness campaign for charging network Electrify America, also intended to inform audiences how widespread charging stations are across America (video above).
“In the past, electric vehicle travel has been a challenge due to the lack of convenient charging options. With our rapid deployment of ultra-fast EV chargers, Electrify America is helping provide EV owners with the freedom to travel where and when they need,” Electrify America senior manager of marketing Misti Murphey said in a statement. “This year we have all experienced limitations on travel as we learn to stay safe and carefully move about in our everyday lives. The ‘Hello, Freedom’ campaign not only highlights the choice of electric vehicle travel, but also independence from relying on a gas pump.”
Eleven worked with production company Florence on the ad, which it filmed remotely. Camera packages were mailed to actors, with the director and producers utilizing a remote viewing platform to make adjustment to each actor’s devices in real time.
“We wanted to create a commercial that was not only entertaining but also relatable. A spot that people could see themselves in—sheltering at home with their families or pets, doing normal stuff. Ready to get back out there, on the road. What better way than a choreographed Zoom animation,” Eleven creative director Carter Debski said in a statement. “We were all on Zoom watching the shoot happen through Zoom, for a commercial taking place on Zoom. It was much different than a pre-Covid shoot. We learned as we went, used our director’s experience and ended up with something that feels fresh, which is what we all need right now.”
The campaign will run across digital/connected TV, online video, paid social, streaming audio, podcasts and digital display banners.
-Adweek and Adcolor named Black Lives Matter founders Patrisse Cullors, Alicia Garza and Opal Tometi as their Beacon Award winners.
–Cinematographers used their own babies in this Huggies ad.
-Adweek takes a closer look at the creation of the Nike “You Can’t Stop Us” ad‘s split-screen wizardry.
-Ad buyers say Facebook video presents brand safety concerns.
-Fashion advertisers are featuring more Black models in fall campaigns. The New York Times asks if this is reflective of an overdue shift to more diverse casting in fashion.
-Is it time to unionize the ad industry?