Created by Code and Theory, produced by Easy Mondays and directed by Luis Gerard, Con Edison’s new campaign is set in the “clean energy future,” specifically New York City, where each of three new :30s captures a different aspect of the brand’s work. Easy Mondays was brought in by Code and Theory, who developed the overarching strategy and creative direction of bringing home Con Edison's Clean Energy Commitment through the homes, businesses and stories of New Yorkers. Code and Theory developed the campaign's inclusive approach.
Consistent with Gerard’s distinct filmmaking style, the ads are stand-alone stories with the bigger picture of clean energy:
“Go For Clean Energy” is a father-daughter story, brimming with imagination. A young girl and her dad have turned their home into a make believe space station. The child ventures forth into her neighborhood wearing a homemade space suit, and destinations as simple as a laundromat and a supermarket serve as sources of delight – and new innovations in energy, courtesy of Con Edison.
“Like most people, I discovered New York through the movies. It never felt real to me until I first set foot on it, and after all these years, it still feels unreal,” said Gerard of the spot’s magical mood.
“Recharging New York” shows another side of New York City, as people get their morning coffee – and get “charged for the future,” with thousands of EV charging ports for their electric vehicles, and more to come, whether we are heading to work or a run with the dogs under the Brooklyn Bridge.
“I chose locations that captured the essence of NYC without feeling touristy,” Gerard pointed out. “Locals might not immediately recognize some places, but they still know we're somewhere in their city. New York is so iconic that even tourists will know where the film was shot if they watched it without audio.”
Finally, “I’ll Meet You There” is a reunion story of sorts, as a young man takes a train ride into the city, arriving in Grand Central Station before joining his family at the Botanical Gardens.
“If there is one thing about New York, it's rich in its diversity, perhaps more than any other place I've been to,” said Gerard. “So, in terms of casting, the goal was to be authentic, diverse, and inclusive; the cast had to reflect the people who live in the State. It's impossible to represent every culture and ethnicity of the city, but hopefully, we represent a wide range of people that rings true to New Yorkers.”
The director concluded, “I've been lucky to have traveled and lived in different parts of the world, but ‘there's no place like home,’ as Dorothy said. In my humble opinion, there's no place like New York; it's the concrete jungle of cosmopolitan dreams. It's inspiring and enchanting, both onscreen and in reality.”
