Lighthearted But No Less Serious

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Disco, fruitcake and bridesmaid dresses do charity work in a trio of television spots for Alabama Power’s Project Share campaign. The effort invites customers to donate up to $5 a month to help pay the utility bills of the state’s low-income elderly or disabled.
All three 15-second spots, from Luckie & Company, immediately get to the point: “Give a dollar a month to Project Share.” Each commercial then quips that just like disco, a bridesmaid’s dress or a holiday fruitcake, “You’ll never miss it.”
The disco ad puts a white-suited John Travolta type inside a hip 21st century dance club, while the fruitcake spot shows the notoriously unpopular dessert being gradually edged off a dining room table by apple pies, chocolate cakes and other sweets until it lands on the floor with a crash.
“Project Share used to focus more on the problem than the solution,” said Mary Story, advertising manager at...


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