EVs are more mainstream than ever. And so, consequently, are the misconceptions. So our client Electrify America tasked us with shifting the narrative, dispelling the myths, and giving people powerful reasons to believe in EV ownership as a viable option.

As ECD, I led an eager creative team in developing an awareness campaign grounded in language that everyone knows: streaming TV. “As Seen on EV” leveraged common genres—courtroom dramas, telenovelas—and hit shows—Bridgerton, Yellowstone, The Bachelor—to tell our EV benefit stories through entertaining trailer-like content. captured attention right where the attention spans were waiting… on connected TV platforms, between their favorite streaming shows. And of course, we also surprised people on social and digital as well as digital OOH and gas pumps. We went as all-in as the budget allowed, even creating a website that let visitors explore content just like they would on their favorite streaming platforms.

Results The campaign was featured in various media publications, from AdAge to Ford Authority. And most recently was nominated for a 2023 SABRE award in the “ESG Campaign” sector. YouTube ads have been viewed 51M times with a 92% completion rate. It has garnered over 191M media impressions and more than 110M social media impressions. our TikTok partnership with influencer Bomanizer have delivered hundreds of thousands of views to next generation car owners too.

awards: 2x Gold Muse Creative; Webbys Honoree

press: AdAge

ecd: chris newkirk creative director: bobby strobeck copywriters: bobby strobeck, kevin pellicone sr. art director: sean perez producer: julia main production: lord danger director: parker seaman