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Leo Burnett personalizes the services of electric power utility Commonwealth Edison in a new series of TV and radio spots.
The five 30-second TV spots introduce a new tagline, “ComEd. What do you do with your power?” to parallel a creative strategy of depicting real-life, if slightly unusual, uses of electricity.
In one spot, an elderly man sings “Home on the Range” into a spinning table fan, which distorts his voice to a warble. “This man entertained his wife for 20 minutes,” says the voiceover.
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