Texas Energy Ads Highlight a Quirky Retro Family Refusing to Adapt to New Ways

By Kyle O'Brien 

Texas had its share of energy problems earlier this year, but Champion Energy is looking to turn the page with a humorous new campaign highlighting a family that’s stuck in the early ’80s and refuses to update essentially anything.

The campaign from Austin agency Proof Advertising, the first since being named creative and media AOR for the Champion Energy, urges people to switch their energy provider to Champion and save money.

The family featured in “It’s Time for Some New Energy” campaign, the Holdover family, happily declares to be “set in our ways,” much to the embarrassment of their two young children. Papa Holdover is seen justifying his outdated minivan, corded rotary phone, VHS collection, TV antenna, wood-paneled interior and questionable fashion choices, then ending the spot by making fun of neighbors who changed energy providers to save money.

A second ad shows the dad bragging about how he doesn’t need a cordless phone because the cord on his yellow rotary phone can reach anywhere, including to the tree outside where his son is playing.

“We asked Proof to create a compelling message through a high-quality and comedic platform, and they have delivered. We’re excited to introduce Texas to the Holdover family for a lighthearted and memorable way to offer electricity savings still matched with quality service,” John Ballenger, Champion Energy’s vp, marketing operations said in a statement.

Comedic director Brian Billow, most recently known for his Geico work (“Ratt,” “Clogging” and “Aunt Infestation”), partnered with Champion Energy and Proof for the campaign.

Champion Energy is a subsidiary of Calpine Corporation, one of the energy companies named as failing Texans during the freeze earlier this year.

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