Beber Silverstein's 'Bob' Begins Second Decade

Florida Power & Light’s signature “Bob from FPL” campaign has celebrated its 10th anniversary.

Bob, a TV interviewer created by the Beber Silverstein Group to put a human face on the Juno Beach, Fla.-based utility, has grown into a South Florida icon.

“To go 10 years with a campaign that represents the core values of a company and meets the needs of the consumer is rare,” said Jennifer Beber, president of the Miami shop. “Particularly in a world where so little work that any of us do makes any lasting impression.”

Ironically, Bob, a “FPL employee” who conducts unrehearsedman-on-the-street interviews that elicit and communicate the brand’s essence (warm, dependable, empathetic, user-friendly), has never shown his faceto his television audience.

“You hear him,” said Beber, who declined to identify the actor who has been Bob’s persona for a decade.