TitleIt’s On
Campaign Xcel Energy
Advertiser Xcel Energy
Brand Xcel Energy
Date of First Broadcast/Publication
Business Sector Energy & Water Authorities, Utilities
Story Xcel Energy isn’t waiting for the future of energy to happen, they’re building it today. With a growing renewable infrastructure and safety initiative involving drones, AI, and virtual reality, they’re the first American energy company to pledge to deliver 100% carbon-free energy by 2050. After Carmichael Lynch won a pitch earlier in the year, Xcel Energy came to us with an ambitious request to reinvent the brand from the ground up, give them a progressive, human voice and reintroduce themselves to their customers.

The “It’s On” anthem is an epic, cinematic reintroduction of the Xcel Energy brand and how they’re building the future of energy today. They’re doing big things for their customers, so we needed to balance epic imagery with those relatable, human moments of everyday life.
Media Type Television

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