APG&E, a retail electricity provider serving residential and commercial customers, has announced the launch of “Talkin’ Power,” a new brand campaign centered on two original characters: Wattson and Buzz, a pair of animated outlet personalities designed to make electricity shopping more approachable and more fun.
The campaign, developed in partnership with Ohio-based agency Marcus Thomas, marks a new creative direction for APG&E as the company looks to cut through the noise in a crowded, rate-driven marketplace. Rather than lead with numbers, Talkin’ Power leans into personality-driven storytelling to help everyday consumers understand that switching energy suppliers is simpler than they think.
“The category feels like a sea of sameness. Every electricity supplier looks and sounds the exact same way. We saw an opportunity to break from the formula and find a unique voice and personality for the APG&E brand. Our two spokes-outlets give the brand a fresh and fun point of view while naturally connecting to the product and the value of switching,” said Brian Gillen, creative director at Marcus Thomas.
Wattson and Buzz appear across a series of :15 and :30 video spots that are audience- and location-targeted, running on premium connected TV, paid social and programmatic channels across APG&E’s primary service markets of Texas, Ohio and Pennsylvania. The characters bring a lighthearted, conversational tone to a category that has historically struggled to connect with consumers on an emotional level.
“Energy shopping doesn’t have to feel overwhelming or transactional,” said James Smith, chief marketing officer at APG&E. “Wattson and Buzz give us a way to talk to customers the way we’ve always wanted to, with warmth, a little humor, and a genuine focus on making their lives easier. We’re proud of what Marcus Thomas brought to life with this campaign, and we think customers are going to love these two.”
The launch builds on APG&E’s broader brand promise of flexible, affordable energy and its ongoing commitment to simplifying the customer experience. The Talkin’ Power creative is currently live across paid media channels, with additional content planned throughout 2026, including local Texas influencer partnerships to further amplify the brand message.
About APG&E: Founded in 2004 by small-business owners in Houston, Texas, APG&E is a retail energy provider offering flexible, affordable electricity plans to residential and commercial customers in Texas, Pennsylvania, Ohio, New York, New Jersey, Maryland and Illinois. APG&E’s mission is to make people’s lives easier through simple, transparent energy solutions.
About Marcus Thomas: Marcus Thomas LLC, with 200 professionals in its offices in Cleveland and Cincinnati, Ohio; Buenos Aires, Argentina; and Santiago, Chile, is among America’s leading national independent agencies. With a collection of category experts under one roof, Marcus Thomas is a recognized leader in creative, media, public relations, social media, digital, CRM, marketing automation and analytics. The humble Midwest agency founded in 1937 is regularly honored for its award-winning campaigns and as a best place to work. Whether working on hyperlocal media strategies or creating spots that run on massive stages like the Super Bowl, its suite of integrated services continues to be its massive differentiator.
