Xcel Energy isn’t waiting for the future of energy to happen, it's building it today. With a growing renewable infrastructure and safety initiative involving drones, AI, and virtual reality, it's the first American energy company to pledge to deliver 100% carbon-free energy by 2050. After Carmichael Lynch won a pitch earlier in the year, Xcel Energy came to the agency with an ambitious request to reinvent the brand from the ground up, giving the company a progressive, human voice and reintroduce the brand to customers.
For the launch work, Carmichael Lynch partnered with MJZ directors Hoffman/Metoyer and editor Haines Hall of Spot Welders for three new spots.
The 'It’s On' anthem is an epic, cinematic reintroduction of the Xcel Energy brand and how it's building the future of energy today. The company is doing big things for its customers, so Carmichael Lynch needed to balance epic imagery with those relatable, human moments of everyday life.
Energy affects everyone’s life, so it’s not enough to just be reliable, efficient and less expensive. It has to be safe. 'Super Safe' tells the story of what the innovations, the partnerships and the technology means to Xcel customers.
To achieve 100% carbon-free energy by 2050, Xcel Energy is inviting customers to help get there together. Whether it’s switching to wind energy, setting up smart thermostats or changing old light bulbs to LED bulbs, it’s about getting to a better future together.