Great Indoors Outside: DDB Needham’s EPA Campaign Features ‘Energy Star’ Products in Natural Settings

DALLAS-DDB Needham here has launched the first component of a multimedia campaign promoting the Environmental Protection Agency’s Energy Star label.
The national public service campaign is led by a television spot that has begun airing on the West Coast. The spot will break later in additional markets.
Created in 30-, 15- and 10-second versions, the commercial features various appliances shot in scenic outdoor settings. An accompanying voiceover by actor William Baldwin tells consumers how products carrying the Energy Star label help preserve the environment because of their power efficiencies.
DDB creative director Carl Warner said the campaign is designed to create consumer preference for new products bearing the Energy Star label.
Supplementing the television spot is a series of three ads breaking in national consumer magazines in the fall. The ads play off the television execution. One version features a beauty shot of a home air conditioning unit sitting on an isolated sandy beach under the headline, “Cool air inside. Clean air outside.”
Another ad shows a computer and monitor sitting on the ground in the middle of a forest. The headline: “Download a file. Format a document. Save a planet.” The campaign will also include transit ads.
DDB landed the EPA account in October 1995 in a joint pitch with sister shop Elgin Syferd DDB Needham in Seattle.