When you hear an offer like “Save 50%,” you might think it’s too good to be true. You might have questions, doubts or concerns. You might want to talk it out before you make a decision. Our first campaign for TXU Energy breaks the fourth wall, allowing “real people” to interrupt the incredible sales pitch to have real conversations that drive home these very real savings. We evolved the brand’s existing spokesman into a relatable neighbor character and introduced a new tagline to anchor the whole story: “Easy to Choose, Easy to Use.”