April 2026 \u2013\u00a0Comerc Energia, a Vibra company specializing in innovative energy and decarbonization solutions, launches a new advertising campaign created by Ag\u00eancia Newton. The humorous campaign, developed using Artificial Intelligence, promotes the energy and decarbonization solutions the company offers its clients and positions Comerc as a leader in energy efficiency in Brazil.<\/p>\n
In a segment that doesn\u2019t usually use humor in its communication, the B2B campaign presents Comerc Energia as the ideal alternative for industries seeking energy efficiency without the obstacles of independent implementation. Aware that conducting such a project is expensive, complex, and time-consuming, the company demonstrates in the campaign that the process becomes more advantageous, reliable, and accessible with its partnership: Comerc covers 100% of the initial investment, and the client can pay off the amount with the savings generated by the project.<\/p>\n
Instead of following the cold and direct communication common in the segment \u2014 which often conveys the false sense of being what the market expects \u2014 Newton conducted studies to identify the best creative path for Comerc Energia\u2019s campaign. \u201cLinkedIn research indicates that 75% of B2B campaigns are not remembered in the short term, leading to a greater investment in future campaigns to compensate for the limited impact of objective and uninnovative communication. Therefore, we knew it was necessary to innovate and captivate,\u201d says Heitor Ranzani, Creative Coordinator at Newton.<\/p>\n
Thus, the agency started with the question: \u201cWhat would machines in inefficient industries say?\u201d. They would likely highlight the excessive workload and high \u201ctime spent\u201d \u2013 after all, many of them are outdated and in need of a break. That\u2019s exactly what the film shows: machines wanting to be replaced because they know well the difference Comerc Energia could make in their operations. \u201cWe brought to life the most important machines in an industry and invited them to give their testimonies \u2013 or rather, their complaints \u2013 in a kind of mockumentary,\u201d says Ranzani. The piece concludes with the message that when an industrial plant can no longer meet the demands it faces, even the industry itself demands more efficiency with Comerc Energia.<\/p>\n
\u201cThe constant pursuit of companies to become more competitive in our market inevitably involves efficiency. And when it comes to energy, we at Comerc know the way to guide our clients there. Using humor to deliver lighthearted yet effective content is still a challenge, especially in B2B. With this campaign, we crossed that barrier. The Newton team was essential in translating, in an irreverent way, the pain points of a large part of Brazil\u2019s industrial parks and in presenting the benefits that Comerc\u2019s energy efficiency can offer,\u201d says Josiane Palomino, Marketing and Market Intelligence Director at Comerc Energia.<\/p>\n
\u201cThe client\u2019s creative maturity made all the difference to the project. Comerc believed from the beginning in our humorous approach to a market with little innovation in communication,\u201d emphasizes Ranzani, from Newton.<\/p>\n
The film was produced by Onirika and directed by Leonardo Scavone. \u201cDirecting this piece for Comerc, in partnership with Ag\u00eancia Newton, was a rich and challenging experience. We had the opportunity to apply artificial intelligence resources to show, in a didactic and creative way, the need for equipment modernization. Giving voice to the machines, through first-person testimonials, transforms the film into a piece that immediately captures attention. For this unusual personification, we opted for a realistic documentary aesthetic, in which the equipment exposes its existential crises in direct testimonials. This unexpected approach, which converts a technical theme into an engaging experience, is the piece\u2019s greatest asset,\u201d says Scavone.<\/p>\n
Technical Specifications\u00a0
Title:\u00a0Your industry demands more efficiency.
Advertiser:\u00a0Comerc Energia
Agency:\u00a0Newton
CEO\/Agency:\u00a0Ton Santos
Head of creation:\u00a0Filipe Oliveira
Creative Coordinator:\u00a0Heitor Ranzani
Created by:\u00a0Caique Garcia and Heitor Ranzani
Head of Projects:\u00a0Ellen Medeiros
Project Manager:\u00a0Bruno Ghirello
Customer Success Director:\u00a0Brunno Torquato
Marketing and Market Intelligence Director\/Advertiser:\u00a0Josiane Palomino
Marketing and CX Manager:\u00a0Fabiana Schalge
Marketing Coordinator:\u00a0Caio Gon\u00e7alves
Creative Coordinator:\u00a0Augusto Ribeiro
Written by:\u00a0Bruna Emydgio
Designer:\u00a0Karina Okajima
Social Media Analyst:\u00a0Luan Dias
Marketing Analyst:\u00a0Elvis Rodrigues
Production company\/film:\u00a0On\u00edrika
Direction and AI Maker:\u00a0Leonardo Scavone
Editor and Colorist:\u00a0Danilo Benitez
Audio Producer:\u00a0Guilherme Torralvo<\/p>\n","protected":false},"excerpt":{"rendered":"April 2026 \u2013\u00a0Comerc Energia, a Vibra company specializing in innovative energy and decarbonization solutions, launches a new advertising…\n","protected":false},"author":2,"featured_media":967,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[1291,24,1292,25,1293,1235,1294,1295],"class_list":{"0":"post-966","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-ai","8":"tag-agency","9":"tag-ai","10":"tag-ai-campaign","11":"tag-artificial-intelligence","12":"tag-brands","13":"tag-campaign","14":"tag-comerc-energia","15":"tag-newton-agency"},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/966","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/comments?post=966"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/966\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media\/967"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media?parent=966"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/categories?post=966"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/tags?post=966"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}