International Brotherhood of Electrical Workers

With numerous large-scale construction projects in the works and more on the horizon, IBEW Local 153 is continuously in need of experienced electrical workers who can arrive onsite and contribute immediately. So, when the opportunity to run television commercials during the Super Bowl arose, the union reached out to Villing to help them send a compelling recruitment message during the biggest game of the year.

As our research concluded, it became apparent that a no-nonsense approach would best resonate with skilled tradespeople. The messages Villing crafted utilized a gritty, yet empathetic tone to sell the benefits of being a union member. The spots, from the writing and voiceover to the way they were filmed, evoked a rugged toughness embraced by current union workers while sending a strong recruitment message.