April 2026 – Comerc Energia, a Vibra company specializing in innovative energy and decarbonization solutions, launches a new advertising campaign created by Agência 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.
In a segment that doesn’t 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.
Instead of following the cold and direct communication common in the segment — which often conveys the false sense of being what the market expects — Newton conducted studies to identify the best creative path for Comerc Energia’s campaign. “LinkedIn 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,” says Heitor Ranzani, Creative Coordinator at Newton.
Thus, the agency started with the question: “What would machines in inefficient industries say?”. They would likely highlight the excessive workload and high “time spent” – after all, many of them are outdated and in need of a break. That’s exactly what the film shows: machines wanting to be replaced because they know well the difference Comerc Energia could make in their operations. “We brought to life the most important machines in an industry and invited them to give their testimonies – or rather, their complaints – in a kind of mockumentary,” 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.
“The 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’s industrial parks and in presenting the benefits that Comerc’s energy efficiency can offer,” says Josiane Palomino, Marketing and Market Intelligence Director at Comerc Energia.
“The client’s 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,” emphasizes Ranzani, from Newton.
The film was produced by Onirika and directed by Leonardo Scavone. “Directing this piece for Comerc, in partnership with Agência 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’s greatest asset,” says Scavone.
