Georgia Power Hits the ‘On’ Switch

DALLAS A Fitzgerald + Co. campaign for Georgia Power highlights the word “on” to illustrate the tagline: “We’re on so you can be.”

Launched this week, the campaign includes two 30-second TV spots, as well as print and interactive ads, and will expand into radio and outdoor in January, the Atlanta-based agency said.

Against a backdrop of Georgia scenery and shots of Georgia Power workers and facilities, words incorporating “on” such as “conservation,” “education,” “environment” and “constant” are shown. In each case, the “on” is rendered in glowing capital letters.

The creative was based on the premise of value, reliability and environmental stewardship, said Eddie Snyder, chief creative officer.

“The other major point continuously made throughout the campaign is Georgia Power’s commitment to “over the next five years, investing $3 billion in electrical system upgrades so electricity will be as reliable tomorrow as it is today,” Snyder said.

The client spent $5 million last year in measured media and about $2 million through the first nine months of 2006, per Nielsen Monitor-Plus.

Fitzgerald, a unit of Interpublic Group, in recent months added a pair of notable accounts: InterContinental Hotels & Resorts and Haverty’s Furniture.

The agency is best known for helping build brands such as Black & Decker, Coca-Cola and Quikrete.

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