Mullen Promotes Conservation

Mullen has introduced its first work for the Energy Star initiative, a joint effort of the U.S. Department of Energy and the Environmental Protection Agency.

The multimedia campaign, built around “Change” as both tagline and overall theme, touts power-efficient appliances that carry the Energy Star designation.

The advertising also seeks to educate homeowners and businesses on the environmental and financial benefits of conservation.

Annual spending for the effort is in the $5-7 million range. Television, radio, print and transit messages are in the mix and are rolling out this month nationwide.

Mullen of Wenham, Mass., added the account after absorbing staff and clients this summer from Bozell Kamstra in Danvers, Mass., as part of a restructuring by the Interpublic Group of Cos.

In one TV spot, a couple is shopping for a light for their baby’s room. They choose an Energy Star-rated animal lamp, which puts a smile on their child’s face. “When just one room in every home is brightened by Energy Star lighting, the change will keep one trillion lbs. of greenhouse gases out of our air,” the on-screen copy states.

Another ad shows a woman setting up a home office with Energy Star-labeled computer equipment. The copy: “When every home office is powered with Energy Star, the change will keep 219 billion lbs. of greenhouse gases out of the air.”

The spots close with the word “Change” on screen. The soundtrack is by Nanci Griffith singing Eric Clapton’s “Change the World.”

An effort was made to “gently prod people’s consciences [with the information] that one little act can make a big difference,” said Bill Drake, vice president, creative director and lead art director on the project at Mullen.

Other credits go to Mullen copywriter Dan Reeves and director Danny Duchovny of Cucoloris Films in Venice Beach, Calif. Bill Weems, who died aboard United Airlines Flight 175 in the World Trade Center attacks, was the producer.