This :60 opens on the exterior of a typical home in U.S. suburbia. Cut to the interior, where a man speaks with quiet seriousness into the camera. "We’re at a crucial stage with energy usage," he says. "Prices are just too high. We need to cut consumption and we need alternatives."
In the background, his stocking-footed wife sets the dining-room table, constantly shuffling her feet over the carpeted floor. "That’s what drove us to attempt the first static-electricity-powered home," continues her spouse, in voiceover. Meanwhile, their son scoots his sock-covered feet along the carpeting in the hall.
"Static cells under the carpet collect energy, transferred as needed throughout the house," explains the dad’s voiceover. Next we see his daughter reading by the light of a floor lamp. As the light dims, she quickly rubs her feet on the floor, restoring illumination.
Cut to the kitchen, where the son eats his cereal as dad vigorously rubs the boy’s head, generating enough static electricity to run the blender. In the next scene, both children shuffle their socks against the carpet outside the bathroom door. "Faster, faster—the water’s getting cold," yells dad from the shower.
His voiceover resumes, admitting that success has been, well, "elusive." In a flashback, he stomps on a flaming rug to the accompaniment of a smoke alarm. "It hasn’t been everything we’d hoped," he continues in voiceover, as each member of his family is shocked when innocently grabbing a doorknob. The family dog prances by, socks on all paws.
Yet while the experiment in static hasn’t yielded its desired results, the clan has been able to make home more energy efficient by using products carrying the Energy Star label—a statement illustrated by shots of a light bulb, new windows, a dishwasher and a programmable thermostat.
Dad’s voiceover acknowledges that "static electricity may not be viable," as he exits the house with a sock clinging to the back of his business suit. "But, hey, we’ve taken a step toward the future. Our future." A shot of all the family members shows them on the living room couch, hair standing wildly on end.
Supers then appear over their home’s exterior: "Alliance to Save Energy. Save money, energy, the planet"; and a Web site address (www.ase.org) from which consumers can get a free Power$mart booklet.
"Anyone can make their home more energy efficient," concludes the dad as we see the house’s exterior. With a nod to The Waltons, the spot gives us mom’s loving, "Goodnight sweetie," and a child’s responding, "Goodnight, Mommy." It ends with a shock: Mom’s tender "mmmm" before the "smack" of her kiss, a sudden flash of light in the bedroom window, and a surprised, "Ow!"
The Alliance to Save Energy is a coalition of business, government, environmental and consumer leaders who promote the efficient and clean use of energy worldwide to benefit communities, the environment, the economy and national security. Titled "Static Electricity House," the pro bono PSA was created by DDB Seattle for the Issues & Advocacy Group, a DDB division, which has the Alliance to Save Energy on its account roster. The DDB Seattle creative team included creative director Laurie Fritts, senior art director Randy Gerda, senior copywriter Eric Gutierrez and executive producer Deb Narine.
The spot was directed by Gord McWatters via Spy Films, Toronto. Executive producers were Carlo Trulli and William Cranor, with Shannon Barnes serving as producer. The ad was shot by DP Adam Marsden.
"Static Electricity House" was edited by Brian Williams of Panic & Bob, Toronto. Colorist was Adam Miasik of Eyes Post, Toronto. Audio engineer was Paul Offenbacher, with Vlad Nikolic serving as assistant engineer—both are with DAVE, Toronto.
The sound designer was Jody Colero of Einstein Bros., Toronto.
