Can ten years of promoting electric cars be boiled down to 30 seconds? Plug In America would like to suggest that they can, especially if you really mean cramming them into seven 30-second ads (or, to use PIA's words, "smartly humorous, educational Public Service Announcements"). The first two PSAs – "Cell Phone" and "Ocean Crude" – have been released and are awaiting your eyeballs after the jump. The other five spots, including one called "Hype" that stars Fabio (no, we're not kidding) will released in the coming months, about one every three weeks until February. The first two are clever, no doubt, especially the cell phone one, which reminds us of this.
The spots were shot over the summer and borrow liberally from Apple's popular Mac vs. PC ads, replacing those characters with Gas (played by Marvin Campbell) and Electric (Stephen Zimpel). Actress and long-time PIA member Alexandra Paul came up with the idea for the spots and said in a statement that, "The PSAs are designed to engage viewers through humor, then educate them about the benefits of plug-in vehicles." Around 60 PIA members and plenty of volunteers were involved behind the scenes, as you can see in the half-hour mini-documentary capturing the history of that one day – also available after the jump.
[Source: Plug In America]
WILL MASSES BUY ELECTRIC CARS? PLUG IN AMERICA RELEASES PSAS TO PRIME THE MARKET
Seven 30-Second Spots Entertain and Educate About Benefits of Plug-In Electric Vehicles
LOS ANGELES, CA-Nov. 9, 2010--With history's first mass-produced plug-in vehicles just weeks away from delivery, Plug In America is releasing a series of smartly humorous, educational Public Service Announcements (PSAs) created by people who have driven the gas-free vehicles for years.
Click here to see the first of seven 30-second PSAs, "Cell Phone," and here to see "Ocean Crude." These PSAs are now viewable on Plug In America's website and on YouTube. Their embed codes are below. "Hype," a watermarked PSA not yet for distribution, stars Fabio. Do not distribute this PSA. It is being sent to media only, to lend a better idea of the scope and approach of the PSA project. This PSA and the remaining four will be released over the ensuing weeks.
Click here to view "The Making of Plug In America's PSAs," a highly engaging 27-minute video.
The PSAs were written and produced by a professional cast and crew of 60, many of whom have driven EVs for up to nine years. They donated their time to Plug In America, the nonprofit organization leading the nation's plug-in vehicle movement. Starting with "Hype" on Nov. 30, one new spot will be released roughly every three weeks through February.
Spearheaded and produced by actress and founding Plug In America board member Alexandra Paul, the PSA's spoof Apple's "Mac vs. PC" ads, replacing Macs with Electric Vehicles (EVs) and PCs with gas cars. Driving home the superiority of plug-ins, they address topics such as the true cost of gasoline, the endless maintenance of gas cars, the ease of plugging in to charge, oil spills and range anxiety.
"The PSAs are designed to engage viewers through humor, then educate them about the benefits of plug-in vehicles," said Paul, a long-time environmental activist also known for her work on TV's "Baywatch."
The spots all link to Plug In America's recently updated website (details here), which includes pages tracking global production and delivery of plug-in vehicles and electric vehicle supply equipment (EVSE) and chargers, state and federal purchasing incentives, common plug-in vehicle myths and congressional support for plug-ins.
Actors featured in the spots, which were shot in Santa Monica, CA earlier this year, include Stephen Zimpel, appearing as "Electric," and Marvin Campbell, appearing as "Gas." Campbell has driven a Toyota RAV4 EV for years and owns two of them. The PSAs were directed by Eric Swenson, a visual effects supervisor and Tesla owner; written by Swenson and fellow Plug In America executive committee member Jeff U'Ren, an Emmy Award-winning editor and former GM EV1 driver; and edited by U'Ren.
In a matter of days, Plug In America raised thousands of dollars from its members and supporters around the globe to pay the hard costs of production.
"We're at a historic turning point with the imminent delivery of the cleanest-running vehicles ever manufactured," said Plug In America President Dan Davids. "Our most important job now is to educate consumers about their value. Our goal is rapid mass adoption."
Others who volunteered their talents to produce the PSAs include Peter Krajewski, director of photography; Steven Latham, producer; Leslie Wilson, assistant director/line producer; Cambria Hankin, casting director; and actors Colette Divine and J. Karen Thomas, both of whom appeared in "Who Killed the Electric Car?" They have driven a Toyota RAV4 EV for more than five years.
About Plug In America: Plug In America is leading the nation's plug-in vehicle movement. The nonprofit organization works to accelerate the shift to plug-in vehicles powered by clean, affordable, domestic electricity to reduce our nation's dependence on petroleum and improve the global environment. For more information: http://www.pluginamerica.org
"Making of PSAs"