Comed Gives Public The Power In New Campaign From Burnett

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. In another, a young boy waits at the entrance to a supermarket, stepping on the automatic door opener with great style as customers approach. “This gentleman got the door for 42 people,” the voiceover explains.
“The intent is to draw people into the situation, then reveal that it was made possible by ComEd,” said Lisa Bennett, senior vice president and managing creative director on the account. A ComEd representative said the ads reflect the company’s greater involvement in community events.
The TV spots, along with six 30-second radio spots, broke last week in northern Illinois. A budget was not disclosed. –Scott Hume