Script
Replacing more than 65 miles of natural gas pipeline and nearly 4,800 services in one year is a rigorous job which requires training and endurance.
Vectren crews are gearing up for another year of pipeline replacement in order to continue to safely and reliably deliver natural gas for your smart energy future.
While our crews train and prepare for a safe season, you’re an important player as well.
Be work zone aware by checking out our next move on our online project map at Vectren.com/modernization and please drive carefully around our crews.
Visuals & creative
I really like the script and have a few suggestions on how to tweak the story just a bit. My interpretation of the original creative in this commercial is a bit tongue-in-cheek. If that’s the route the story should go I believe that style of humor in a commercial needs to be played up even more. I would suggest we swing the feel to a more serious tone to communicate to customers that Vectren crews are working hard to serve them well. Most of the original visual suggestions could work with this tone.
SCENE ONE: Five Vectren construction crew members are in the workshop type room preparing for a big job. With a mid tempo driving beat in the score we have several close up shots of workers putting on safety vests, hard hats, gloves and protective eye wear.
SCENE TWO: Next, we see the team leaving a dark stationing room out through a door into soft morning light in slow motion. Think of it as a football team walking out of a tunnel on to the field. This transitions to the next scene.
SCENE THREE: In the back lot of Wagner, we see the team working together loading a truck with pipe and construction signs. They work in unison as they’ve been preparing for this day for weeks. A female crew member throws an orange cone to another team member in slow motion. He turns and stacks the cone with the existing cones on the back of the truck.
SCENE FOUR: The crew is in route to their location. The sun is still low on the horizon as we view a drone shot of the truck passing through a nondescript Indiana neighborhood. Then we cut to a close up of the driver focused on the road.
SCENE FIVE: On site, the crew is putting out cones and construction signs. We see two workers using radios to control traffic with Stop/Drive Slow signs. The female crew member operates the backhoe as another worker helps her spot during the dig. Before cutting to the map, we see from the perspective of a kid the back seat of a car. A Vectren employee operating the stop/slow sign signals the driver on, and with a smile makes eye contact with the kid and gives him a wave.
Transition to showing online map on screen and fade to logo with url: Vectren.com/modernization
Example work
This is a project I did for Friends of Coal. It has a grittiness to it, which I think could be applied to this project. The score and feel are not what I would suggest, but visually this gives an example of the feel I would go for with the use of slow motion and softer light.
Summary
As I tell all of my clients, production is scalable when it comes to budget. I've really tried my best to keep the costs as low as possible for the amount of work that is needed to create a quality commercial. If you have any questions, please don't hesitate to ask.
Thanks for considering me for this project. I look forward to hearing back about your thoughts and ideas on the creative.
