Veloz, Superconductor, Laundry Give "40 Million Reasons To Go Electric"


Robert Goldrich
Sunday, Feb. 14, 2021


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What do Mark Ruffalo, Huron, Calif. Mayor Rey Leon, Watts, Calif., leader Mama Linda Cleveland, former California Air Resources Board chair Mary Nichols and California Energy Commission chair David Hochschild all have in common? They are just a few of the superheroes on the screen and behind the scenes of nonprofit organization Veloz’s latest Electric For All culture change campaign via creative agency Superconductor. Titled “40 million Reasons to Go Electric,” the campaign carries an optimistic message the world could use right now. As California leads the way to a zero-emissions new car fleet by 2035, this campaign aims to show the country and world how to get there faster. 

Previewed at the Clean Energy for America Inaugural Ball, Veloz’s multi-stakeholder, multi-million dollar nonprofit, nonpartisan campaign spotlights local and global superhero agents of change fighting for social, economic and environmental justice, celebrating California’s many cultures, and underscoring the reasons each and every Californian has to go electric. 

Starring climate activist and Emmy award-winning actor Ruffalo and Marvel’s Agents of S.H.I.E.L.D. star Chloe Bennet, Mayor Leon, Watts environmental justice leaders Cleveland and Jacquelyn Badejo, and Oakland, Calif., activist artist Favianna Rodriguez, the campaign features an avant-garde, bright and vibrant animation by animation house Laundry paired with an original Californian take on neo-soul-inspired music sung by the Barbadian-born, Los Angeles-based singer Ayoni. The campaign will be promoted with paid and social media, and an electric car shopping online portal — — that provides the most comprehensive consumer resource available on electric vehicles, with up-to-date makes and models and multiple shopping tools including search by ZIP code tools that identify car incentives and home charger incentives via the Home Charging Advisor. All elements of the campaign are designed to reach Californians where they are, and educate, inspire and empower them to go electric. 

“The sooner we transition to an electric transportation system, the less strife there will be in the world,” said Ruffalo. “This initiative creates an opportunity to empower local heroes everywhere to choose electric transport to a cleaner, more just future.”

“California is a global leader in out-of-the-box thinking, unconventional collaborations and innovative solutions. Veloz’s campaign is a perfect example: cutting edge content, heroic alliances, and a super-powered approach to make Electric For All a reality,” said Veloz Public Policy Board chair Nichols, who made history with Governor Gavin Newsom by issuing his executive order directing all new cars and trucks sold in California in 2035 to be zero emissions. 

“Veloz is putting the pedal to the metal to speed up the governor’s goal,” said Josh Boone, Veloz executive director. “California is at the bleeding edge of culture and our love affair with cars has defined and directed the automobile market for over a century. Our Electric For All campaign mixes magic and method, strategy and secret sauce to push the electric vehicle market past its tipping point.”

Veloz’s Electric For All “40 Million Reasons to Go Electric” campaign is focused on one of the largest remaining barriers to the adoption of electric cars and trucks: outdated myths about cost, choice and performance. 

“Electric cars are already competing with gasoline vehicles in price and they exceed in performance -- but public awareness has not kept pace,” said Veloz Board chair Caroline Choi, SVP, Edison International and Southern California Edison. “That’s why Veloz has launched, and its annual campaigns to bust the myths, provide comprehensive consumer information and tools, and show how easy, fun, affordable and important it is for all Californians to go electric.”

Speaking about the campaign, Superconductor chief creative officer Chris Adams noted, “In a time where there is so much anxiety, so much division and so much uncertainty in the world, we wanted to do a really positive, inspiring and upbeat campaign that celebrates all of the millions of reasons to drive electric.”
This distinctly Californian animated campaign--including this centerpiece spot directed by Jayson Whitmore of the Laundry studio--mixes bright colors, hope, optimism, fun, facts and music as it follows these superheroes on a road trip across California.


Client Veloz Agency Superconductor Chris Adams, chief creative officer; Todd Makurath, chairman, Luke Ricci, president/CEO; Allison Amon, EP/EVP; Noel Sullivan, chief strategy officer; Lara Friedmann, talent coordinator; Jera Mehrdad, creative director/art director; Ron Schlessinger, creative director/copywriter; Jarrel Smith designer; Luke Kancir, coordinator; Derek Mosher, programming & animation. Animation Production Laundry, Los Angeles & San Francisco Jayson Whitmore, executive creative director & director; James Sweigert, managing director; Matthew Primm, head of production; Dean Marchand, producer; Adam Finley, production coordinator; Yeri Lee, Whitney Lam, Chris Yoon, Yuying Herr, Jessica La, Symphony Allison, design & illustration; Judah Dobin, Eddie Lin, storyboards; TJ Sochor, Yongmin Park, Stephen Villari, 2D animation; Geoff Ciccarelli, 2D character animation. (Toolbox: Photoshop, After Effects) Music Walker Music Ayoni, vocalist; Doran Danoff, composer; Stephanie Pigott, Sara Matarazzo, exec producers; Danielle Soury, producer. Audio Post Lime Studios, Santa Monica, Calif. Rohan Young, mixer; Susie Boyajan, exec producer. Editorial Lark Edit Mike Wolfe, editor; Betsy Beale, exec producer. 

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