Emerson debuts TV spots

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St. Louis—Emerson debuted two TV spots in its ongoing “It's Never Been Done Before” campaign, created by DDB Chicago. The budget is estimated at $12 million. The campaign shows how Emerson can provide innovative engineering solutions across its different business units, including network power, climate technologies, process management and industrial automation. The two new TV spots highlight two customer stories—Australian telecom NBN Co. and Russian oil company LUKOIL. In the first spot, Emerson uses computer-generated images of kangaroos streaking across Australia to show how it is helping design 10 network hubs for NBN. In the second spot, which also uses CGI of a barren winter landscape interspersed with a CGI wolf, Emerson shows how it's able to provide continuous automation services to help LUKOIL perform in an extreme climate. “With these customer stories, we want to show that we enable companies that are operating in extreme areas—whether they're hot, cold or far away—to conduct business 24/7, 365 days a year,” Kathy Button Bell, CMO at Emerson, told BtoB. The campaign also includes a microsite (, as well as print and out-of home ads.
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