Electrify America is launching its first national ad campaign to break down myths surrounding electric vehicles.
The subsidiary of Volkswagen Group of America is investing $10 billion over a 10-year period in electric vehicle charging infrastructure and promoting the adoption of zero-emission vehicles.
The brand-neutral campaign, which is part of a $45 million education and public awareness initiative, will run through June 2019.
The integrated campaign kicks off with a national TV broadcast, radio, and a website, www.Plugintothepresent.com. The spot, “JetStones,” also focuses on an always-expanding network of EV fast chargers in metropolitan areas, along highways, and in communities and workplaces.
Playful creative from Deutsch includes the theme songs from two iconic cartoon series, “The Jetsons” and “The Flintstones.” The spot shows the transition of personal transportation from the Stone Age to the reality of electric vehicles available today.
The cartoon theme songs are a way to connect the past to the present, and to send the message that the future is electric, says Guto Araki, executive vice president/executive creative director at Deutsch.
Electric vehicles from six different automakers aim to showcase a wide variety of EVs in different sizes and at varying price points.
Electric cars are more accessible than many people know, says Richard Steinberg, senior director, green cities, marketing and communications, Electrify America.
The campaign aims to demonstrate that electric vehicles offer a full array of features “and they are totally fun to drive,” he adds.