Maher Bird creates first work for Amerada

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

media.



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

include electricity.



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