Hiroshima plugging into energy-saver ads | The Honolulu Advertiser

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Hiroshima plugging into energy-saver ads | The Honolulu Advertiser | Hawaii's Newspaper

Posted on: Thursday, July 14, 2005

Hiroshima plugging into energy-saver ads

The newest television commercials for Hawaiian Electric Co. demonstrate ways to conserve energy, and they also feature a revamped version of the band Hiroshima's "Hawaiian Electric" jazz piece — a tune originally created and used nearly 20 years ago for HECO commercials on electrical reliability.

By Zenaida Serrano
Advertiser Staff Writer

The band Hiroshima — from left, June Kuramoto, Dan Kuramoto, Danny Yamamoto, Dean Cortez, Shoji Kameda and Kimo Cornwell — has revamped its original "Hawaiian Electric" jazz piece for a new round of Hawaiian Electric commercials, this time promoting energy conservation.

Jaimee Itagaki

ZAPPING YOUR ENERGY BILLS

Summertime tips to save energy, the environment and a little money:

Take advantage of the sun by drying wet swimsuits and towels on clotheslines.

Use your outdoor grill instead of the oven (and that will keep your house cooler).

Turn off those television sets, video games and computers, and enjoy a board game instead.

Turn off the air conditioner and picnic out on the lanai to enjoy the cool evening trades.

Awnings, blinds or tint on south- and west-facing windows keep the sun from peeking in.

Source: Hawaiian Electric Co.

The new "Groove" ad has a symbolic candle being blown out while a signature tune by Hiroshima plays.

Hawaiian Electric Co.

Island residents with sharp memories may find something very familiar about the newest television commercials for Hawaiian Electric Co.

The two 30-second spots show households demonstrating ways to conserve energy — switching off lights and using ceiling fans instead of air conditioners, among others. The ads also feature a revamped version of the band Hiroshima's "Hawaiian Electric" jazz piece — a tune originally created and used nearly 20 years ago for HECO commercials on electrical reliability.

"People remember the (old) spots primarily because the images were so evocative and the music was so connective," said Chuck Freedman, HECO vice president of corporate relations. "We decided to go back to that resonant music and use it to deliver a different message."

The commercials, which debuted last month, are part of a HECO campaign promoting energy conservation.

"Our customers have been telling us that they want to conserve energy because it's good for their pockets and ... in a pinch, conservation can help when power reserves are low," Freedman said.

The Hiroshima tune will also be featured in HECO radio spots released throughout the year, along with print ads and community involvement programs.

The Los Angeles-based band's ties to Hawai'i made it an easy decision to take part in another HECO project, said Hiroshima keyboardist Kimo Cornwell, formerly of Kalihi.

"The support (for the band) in Hawai'i has been really phenomenal," Cornwell said via telephone from Los Angeles. "We felt like with the (commercials) ... we could give back a little something, too."

The spots were produced by Ogilvy & Mather Hawai'i, an advertising, marketing and public relations agency.

Hiroshima member and koto player June Kuramoto said HECO's message is an important one.

"It's up to us," Kuramoto said. "We are the ones responsible to conserve and help save Mother Earth."

One of the TV commercials lists ways residents can do their part to save energy, such as installing a solar water-heating system and turning off lights not in use.

More tips from HECO on how to conserve energy and save money:

Changing just one 100-watt bulb to a compact fluorescent equivalent can save $15 per year (based on four hours of use a day).*

Using two fans, rather than an 8,000 BTU room air conditioner running four hours a day, will save more than $161 a year.

Cutting just two minutes per shower could save up to $215 a year.

Fix leaky faucets. A faucet leaking just one hot water drop per second costs $56 per year.

Switching from hot wash/warm rinse to the cold/cold cycle on a standard, top-loading washing machine for just two loads a week can save $32 per year.

Use a power strip to conveniently turn off computers (after properly logging off), camera battery chargers and cellular phone chargers, which all use standby power when not in use. Using a power strip to turn off your computer can save $7 per year.

Letting dishes air dry instead of using heated drying on the average dishwasher saves $15 per year.

Limiting how often and how long you open the refrigerator will save electricity and protect the appliance. Also limit opening the oven while cooking or baking to save electricity, protect the appliance and speed up cooking times, too.

Cutting use of a 150-watt, outdoor floodlight from six hours to one hour a night with a motion sensor saves up to $38 per year. Switching off a 100-watt light for just one 8-hour day per week, can save more than $5 per year.

When it is time to replace or add appliances, look for the Energy Star symbol on refrigerators, ovens and dishwashers, as well as DVD and VCR players, televisions, and home office equipment.

Visit www.energystar.org to learn more.

*All savings based on industry averages and 14 cents/kWh.

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