Maher Bird Associates has unveiled its first work for the utilities
company Amerada. MBA won the pounds 1.5 million account at the beginning
of the month.
The campaign is designed primarily to brand the company name and
highlight an introductory offer to appeal to potential customers.
The stylish black-and-white execution replaces the pounds 3 million
campaign for the brand starring Magnus Magnusson, which ran in 1998. The
new work was shot on an oil rig in the North Sea. The 40-second ad shows
riggers toiling away using heavy machinery.
The voiceover explains that even though the men on the front line work
this hard to bring customers gas and electricity, Amerada is going to
give the first month's supply away free of charge to new customers. We
then see shots of disbelief from the riggers as they hear the news. The
ad features the endline: 'Amerada. Working harder.'
The ad, which breaks on 20 April on satellite and terrestrial TV, was
written by Tony Hill, art directed by Dave Weller and directed by Joanna
Bailey through Serious Pictures. John Ayling & Associates is handling
Since the deregulation of the energy market, the fight for customers
between utilities companies has been fierce. Companies have tried to
retain existing customers as well as recruiting out of their traditional
area. For example, British Gas is now offering packages which include
gas, electricity and telecommunications.
In September last year Amerada expanded its gas supply offering to