Xcel Energy
If you live in the Midwest, you probably recognize these guys from your monthly bill. From 2016 to 2019 I was part of the team that oversaw the energy giant’s complete rebrand, including personally co-leading the creative efforts of dozens of television productions, nearly three digits of radio ads, and an untold infinity of other deliverables.
The central conceit of the Xcel Energy rebrand was to solve a simple but impossible problem. How do you make people care about a giant, faceless energy company? The answer came in the form of the Xcel Energy Delivery Guy and his trusty red box (which is a metaphor btw). Whether he was the star of the show, or just a featured player, his friendly face and ever-optimistic demeanor gave people something to like. Plus, he was just plain fun to write.
It remains one of the fondest periods of my career. Here’s some of my favorite work.
The first spot that debuted the rebrand.
A special shout out to the great state of Minnesota.
Taking some anxiety out of the bill paying process.
Talking about how clean energy makes a world of difference.
A reminder that Xcel Energy is made of people.
Wouldn’t want Colorado to feel left out.
A badass anthem to the men and women on the frontlines of energy safety.
Floating boxes, plus a kick ass soundtrack.
The four-year Always Delivering campaign included over 70 unique radio ads, covering topics ranging from nationwide carbon emissions goals to $5 LED rebates at local hardware stores. The idea was to create a formula that made sure the listener always knew exactly who they were hearing from, no matter the content.
With tens of thousands of individual executions, you’d think it would be tough to pick favorites. Not true. Though the sheer effort involved in carrying through the Always Delivering campaign is impressive in its own right, my favorite part about it was the opportunities to sneak in enjoyable writing, wherever I could find a chance.
