BKV Energy Powers Up Texas with Standout TV Commercials
Background
Standing Out in a Crowded Market
BKV Energy, an electricity provider in Texas, offers simple, affordable fixed rates without gimmicks or hidden fees. In a market with over 130 different energy providers, BKV Energy needed to differentiate itself and showcase its brand as mature, professional, and relatable to Texan consumers.
THE BRIEF
From Static Design to Prime-Time TV
BKV Energy's journey with Superside started small but dreamed big. Initially, they sought our expertise for static design work and animated motion graphic videos—illustrations and social media posts that would resonate with their audience. But as our partnership grew, so did their ambitions. The ultimate goal? To create a high-quality TV commercial to make waves in major Texas markets.
The challenge
In a nutshell, Superside needed to:
- Create a memorable, eye-catching TV commercial to make BKV Energy stand out in a highly competitive market.
- Convey the company's key differentiators: no hidden fees and reliable service.
- Produce a high-quality video presenting BKV Energy as a mature and professional brand.
- Achieve a premium look and feel while working within budget constraints.
Our guidance
We knew that to truly capture the essence of BKV Energy, we had to think outside the box. Our team proposed a unique creative approach: a frozen-in-time moment that would visually represent the "aha!" moment when a Texan family realizes they need to switch energy providers.
We suggested:
- Leveraging our studio in Colombia to maximize production value while keeping costs in check.
- Meticulously recreating an authentic Texan household to ensure relatability.
- Using CGI elements to enhance the 'frozen moment' concept and add visual interest.
- Incorporating classical music to create an engaging contrast with the on-screen action.
The woRK
Creating a Unique Moment to Grab Audience Attention
We worked closely with Graham Lumley, BKV Energy's Marketing Lead, and presented different creative concepts. As we expected, the one that immediately stood out to him was the cinematic, slow-motion, frozen-in-time scene portraying the frustration of Texans dealing with high energy costs during extreme heat.
In fact, Graham loved the idea so much that he took the bold step of traveling to Bogotá to collaborate directly with Superside's production team.
What's great about this project is that we co-created the TV commercial with the customer. Graham actually flew to Bogotá to meet the team.
This hands-on approach allowed him to work side-by-side with Darren Suffolk, Superside's video creative director, ensuring every detail aligned with BKV's vision. Together, they perfected the slow-motion concept, carefully selecting a setting that mirrored a typical Texan home.
Graham flew over to Bogota to be there and to be on set with me
while I was directing it. We were kind of making decisions together, which was really, really nice. It was a fantastic collaboration. He was very creative and open to exploring different options in the process.
Graham's involvement went beyond oversight—he made sure that the set design, props, and overall atmosphere authentically captured the Texan lifestyle. From the choice of appliances to ensuring the presence of iconic brands like Topo Chico water, Graham's eye for detail helped ground the commercial in Texas, even thousands of miles away.
We wanted to keep it authentic, making sure it felt like Texas rather than an imitation of Texas. We spent a lot of time researching every little detail.
During the shoot, Graham and the Superside's team worked in perfect sync. The collaboration was fluid, with Graham contributing ideas for specific actor expressions and scene pacing which Darren incorporated as he directed. Combining this creative expression with the technical excellence of Superside's crew resulted in a commercial that used humor, drama, and authenticity to convey Texans' intense frustration with high energy bills.
Graham also added a personal touch, incorporating three Easter eggs into the scene—an inside joke involving unicorns that a customer's attentive eye could appreciate. It was this blend of creativity and teamwork that elevated the final product.
THE IMPACT
A Successful Campaign with Long-Lasting Impact
The 30-second commercial brilliantly captured both the humor and frustration of choosing an energy provider in Texas while showcasing BKV's simple, no-nonsense solution. The success of this campaign and the seamless collaboration between Graham and the Superside team led BKV to commission two more commercials, all set to build on the momentum of the first.
Key Results:
- Budget saved: more than 50% by filming in Colombia instead of the U.S.
- Customer satisfaction: 100%
The collaboration with Superside was fantastic. Being on set in Bogota allowed us to play around with ideas and run different takes. It was a fun and creative experience, resulting in a commercial that truly represents our brand and speaks to our Texan audience.
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