Baldwin& taps the no-nonsense style of Lance Reddick ("Fringe," "Lost," "The Wire") for the first-ever B2C advertising for light bulb company Cree, Inc. The lead commercial, "Eulogy," features Mr. Reddick and a lone bagpiper laying old lightbulbs to rest, with a monologue directed at Thomas Edison. Other spots, like the 15-second "Unlike a Child," are directed at the customer, comparing the bulb's long-lasting powers with that of a child who never leaves home.
Mr. Reddick was chosen for his dry, no-nonsense delivery, which matches well with the tone of the campaign. For example, one of the spots encourages you not to argue with math, as the bulb will save you, on average, $6 a year. The spots, which, the agency says, targets "pragmatic home improvers" with $100,000+ in household income, will run nationally on ABC and ESPN. Jesse Peretz of RSA directs; see all of them on the right.