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US Creative Work of the Week: Xcel aims to personalize energy in campaign created by Yamamoto

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By Minda Smiley, Reporter

August 17, 2016 | 2 min read

Regional utility provider Xcel energy recently rolled out a campaign called ‘Always Delivering’ in an attempt to bring some softness and personalization to an industry that can often feel like an amalgamation of faceless corporations.

Created by Xcel’s agency of record Yamamoto, which won the account earlier this year, the campaign has been voted by readers as US Creative Work of the Week.

The ads feature an upbeat Xcel employee who spends his days delivering energy door-to-door in bright red boxes. As he travels around neighborhoods with his deliveries, the man touts Xcel’s commitment to renewable energy sources, its support for the communities it works in, and the different ways the company can help its consumers save money.

“Energy is something we all take for granted, so we designed the red box to encourage people to consider the energy they use, and to make Xcel Energy more approachable and familiar in the minds of customers,” said Andy Thieman, executive creative director of Yamamoto, in a statement. “To further humanize the service Xcel Energy provides, we enlisted our charismatic, reliable delivery guy to be the living embodiment of the delivery process and the energy grid that is bringing that red box to doorsteps and businesses.”

The campaign is rooted in the fact that customers spend an average of only seven minutes per year thinking about energy, usually when they have a service issue or are paying a bill, according to Xcel’s group manager advertising and brand Amy Kromminga.

The ads are running in the eight states that Xcel operates in, which include Minnesota, Michigan, Wisconsin, North Dakota, South Dakota, Colorado, Texas and New Mexico.

Xcel Energy: advert-top-1 by Yamamoto

By Xcel Energy

Overall Rating 4/5

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If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe visit our Creative Works homepage.

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