LED Film Speed of Light by Baldwin&

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Speed of Light

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Industry Household maintenance & pet products
Media Film
Market United States
Agency Baldwin&
Creative Director Bob Ranew
Art Director Shaun Sundholm
Production Rsa Films
Creative Director Philip Marchington, Lisa Shimotakahara, David Baldwin
Copywriter Ian Fairbrother
Editor Justin Quagliata
Service Agency NO6
Released April 2013

Credits & Description

Advertised brand: Cree LED light bulbs
Advert title(s): Speed of Light :15
Headline and copy text: “Should light that doesn’t travel at the speed of light be called light? No.”
Advertising Agency: Baldwin&, Raleigh, U.S.A.
Agency website: http://baldwinand.com
Creative Director: David Baldwin
Creative Director: Bob Ranew
Art Director: Shaun Sundholm
Copywriter: Ian Fairbrother
Additional credits:
Agency Prod.: Sara March Barber
Prod. co.: RSA Films, New York
Dir.: Jesse Peretz
DP: Declan Quinn
Post: No6, New York
Editor: Justin Quagliata
Sound: Sonic Union, New York
Engineer: Dave Papa
Graphics: Lemonade & Mint, Cranston R.I.
Published: April, 2013
Short rationale (optional): Launch campaign compares the new Cree LED light bulbsbulb to the old standby (or in one spot, to CFL bulbs). Presenter Lance Reddick (“The Wire,” “Fringe”) was chosen for the no-nonsense, low price-point pitch (LEDs last 25 times longer than a typical incandescent; use 84% less electricity; and unlike many CFLs, reach full brightness instantly) based on his wry, “authoritative,” but not “authoritarian,” delivery.