The making of "Made in ABB"

Our new television advertising campaign took a lot of hours, creativity and work -- meet the people behind the "Made in ABB" ads

As a part of the ABB awareness campaign launching September 20th, we have developed three TV commercials that will run on CNN, CNBC and CNN Airport network.

The people portion of the "Made in ABB" television commercials were filmed at Ceco Studios by photographer and director Albert Watson in New York City on August 13. Seven ABB employees were flown to New York to "audition" for the commercials. Each "actor" had the opportunity to be filmed reading the commercial scripts from teleprompters with the professional direction of Albert Watson and his production crew.

"It was exciting to meet and spend the day with other colleagues from ABB’s various businesses," shared ABB’s Lynn Sarvis, "I was amazed by what I learned of ABB’s broad scope of capabilities as they were captured in the scripts; the experience made us all very proud to work for such a great company." Everyone gave a wonderful performance, looked incredible on film and had a delightful time taking part in the commercial shoot.

"The opportunity to be included in the 'Made in ABB' commercials was truly an honor,” says ABB’s Ravi Kureti. "ABB is a global leader in technology with incredibly talented employees - these commercials absolutely exemplify the brand of ABB."

In the final commercials, three ABB employees were chosen to be featured in the TV spots — Herb Grant, Megan Gibbs and Sanya King. We looked for a range of people to participate in the filming who reflect the ABB brand. The three finalists were chosen based on timing, delivery and sound quality.

All the participants, as well as the director, Albert Watson, are profiled below. We will begin launching the spots internally the week of September 13th for a sneak preview before we go on-air September 20th.

About the actors:

Alicia Bauer joined ABB almost 6 years ago and is based in Wickliffe, Ohio. Her job as an AT Systems Marketing Manager is to develop marketing strategies for Industrial IT (System 800xA). She enjoys working for ABB because of the opportunities to take on new roles, gaining knowledge of a broad range of products, and the potential for international experience.

Megan Gibbs, an industrial engineering graduate of the University of Wisconsin-Madison, joined ABB in September 2002 in the Marketing & Sales trainee program. After two training assignments, she accepted a permanent position in our Power Technologies division as an OEM (Original Equipment Manufacturer) marketing engineer in Lake Mary. She is responsible for supporting the OEM market with circuit breakers, switches and switchgear.

Herb Grant, Vice President of Commercial Operations for Transformers - North America, Herb is responsible for all transformer commercial operations including marketing, sales and customer service for all transformers sold into North America. He loves a challenge, and his goal is to help ABB business units capitalize on unrealized potential as the leader in engineered products and solutions for utilities and industrial customers with capabilities that far surpass the competitors. Herb has worked for ABB for seven years and is based in Bland, Virginia.

Sanya King has worked for four years in ABB’s Power Technologies Strategic Marketing group. In her current role as Senior Market Analyst, Sanya provides market and competitive information to various ABB businesses. Her hope is that the information she and her team provides will prompt others to action in ways that positively benefit ABB. Sanya is based in Raleigh, North Carolina.

Ravi Kureti has worked for ABB for eleven years. In his current role as Senior Project Manager – Systems Operations – Drives and Power Electronics, Ravi is proud to work for ABB and sees our company as a customer-focused technology leader. Ravi spent 5 years with ABB in India, and is now based in New Berlin, Wisconsin.

Jeff Miller is a Director of Commercial Sales for the Automation Technologies division. He is based in New Berlin, Wisconsin, and has worked for ABB for seven years. His intimate knowledge of product applications and market conditions enables Jeff to provide unique, cost effective solutions coupled with local support to our customers. Jeff enjoys working for ABB – his job is a challenge and each day brings about a new opportunity and reward.

Lynn Sarvis has been employed by ABB Power Technologies for almost nine years as an Executive Administrative Assistant. She has supported numerous presidents and vice presidents for a variety of ABB businesses – meeting coordination, travel arrangements, etc are just a few of the many tasks Lynn performs to help make her boss’ life easier. Lynn is based in Raleigh, North Carolina.

About the director
Albert Watson, founding partner and film director at cYclops Productions, is often mentioned along with Richard Avedon, Helmut Newton, Herb Ritts and a small handful of others as one of the top image-makers of a generation.

Equally renowned for his print and film work, Albert is best known for his cover photographs and spreads for magazines such as Vogue and Rolling Stone, for his portraits of larger-than-life characters such as Alfred Hitchcock, and for his television campaigns for brands including Volvo, Miller, International Paper and NASDAQ.

Born and raised in Scotland, Albert has received virtually every accolade and honor for his work. Beginning in September 2004, a traveling retrospective of Albert’s work will kick off its global tour in Milan, Italy.

Albert currently resides in New York City.

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    Contact us

    • Beth Foley
      Advertising Manager
      U.S. Corporate Communications
      +1 203-750-2250
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