Eric McErlain

After a successful debut which showed a +15% increase in importance over a control audience, we set out to evolve and update the messaging in our "It's not new, it's nuclear," ad campaign. Shot on location in nuclear energy facilities in Arizona and Oregon, "Math" goes the extra mile to stress the sheer volume of zero-carbon electricity that nuclear energy provides in combination with wind and solar.

Did you know that nuclear energy produces more than half of America's carbon-free electricity? Most audiences don't, which is why we've made that simple fact the centerpiece of our 2019-2020 ad campaign.

We needed to reintroduce nuclear to audiences that matter, and our way back was through this manifesto laying out all the benefits America enjoys thanks to nuclear power.

PSA Clean Energy is the centerpiece of NEI's 2019 advertising campaign, "It's not new, it's nuclear." Designed to break through a cluttered desktop and messaging market, this spot combines an up tempo audio track with bright colors and rapid movement that catches the eye and delivers a message even when speakers are muted. Post campaign testing revealed that audiences who saw this spot registered a +15% increase in the importance of nuclear energy to the nation's energy mix over a control group… Show more

PSA Clean Energy is the centerpiece of NEI's 2019 advertising campaign, "It's not new, it's nuclear." Designed to break through a cluttered desktop and messaging market, this spot combines an up tempo audio track with bright colors and rapid movement that catches the eye and delivers a message even when speakers are muted. Post campaign testing revealed that audiences who saw this spot registered a +15% increase in the importance of nuclear energy to the nation's energy mix over a control group that never saw the ad. The ad was produced by Bully Pulpit Interactive of Washington, D.C. and won the following awards:

Gold Telly for video educational campaign;

Best Energy Online Video Campaign from the Internet Advertising Competition;

Honorable Mention for Outstanding Digital Marketing Campaign from the PRNews Digital Awards; and

Honorable Mention for Outstanding Public Affairs Campaign from the PR Daily Digital Marketing and Social Media awards. Show less

"Invisible Force," a video vignette, is the emotional touchstone of NEI's 2017-18 ad campaign, "Nuclear. Power the Extraordinary." Seeking to reach policy makers in Washington, D.C. and several states, NEI seeks to re-introduce all of the extraordinary things that nuclear energy does for society. The vignette was scripted and produced by Victors & Spoils of Boulder, Colorado.

"New Energy" is a :30 television spot that serves as the centerpiece of NEI's 2017-18 ad campaign. The two-year effort seeks to reach policy makers in Washington, D.C. and elsewhere and help them re-engage with the extraordinary things that nuclear energy can do. The spot was produced by Victors & Spoils of Boulder, Colorado and shot by Fueld Films on location in Austin, Texas. Media buying and planning was executed by Bully Pulpit Interactive of Washington, D.C.