Edison

EDISON: A NEW ADVERTISING CAMPAIGN

In October Edison launched a new advertising campaign. The farmer who effortlessly carries a cow on his shoulders, the mechanic who lifts a pickup truck with one hand and the carpenter who breaks a log in half with a well-placed blow from his knee drive home hyperbolically, but also concretely, the possibilities offered by a new provider of energy: Edison. “Fresh energy for Italians,” as the ad says.

The new campaign – subject “Cow” – click here to enlarge

This campaign, which focuses on small businesses, artisans and professional offices, without overlooking families, who will be allowed to participate in the deregulated energy market in 2007, is centered on Edison’s own mission: give Italians more energy so that they may transform it into businesses, jobs, ideas, progress.

The new campaign – subject “Log” – click here to enlarge

The approach is bold and fresh, quite unlike that of the typical ad, and relies heavily on an irony that stems not from someone on the outside looking in, but from a deeply felt empathy. Through the images of the print media and billboard campaign planned by Fiat Media Center, the reader, Edison and the ad characters are drawn together by a common thread: we give you energy, so that you may turn it into more energy. Dynamic, progressive, positive. Edison’s energy.