After last year's success, the electricians and the caramel dog Max are teaming up again to reinforce the importance of electricity care to the company's 17 million customers.

They're back. After last year's success, Neoenergia's electricians and the caramel dog Max are once again starring in the "True Friend" campaign to reinforce the importance of safety on the electricity grid to 17 million customers in the five concession areas: Neoenergia Brasília (DF); Neoenergia Cosern (RN); Neoenergia Coelba (BA); Neoenergia Elektro (SP/MS); Neoenergia Pernambuco (PE). Watch the movie here.

This time, the creative concept of the advertisement emphasizes that "not every risky situation seems dangerous". The aim is to alert the population to situations that at first glance don't seem threatening, but represent a great danger to people, such as accidents with kites, clandestine connections and pruning and harvesting activities.

According to the Brazilian Association of Electricity Distributors (Abradee), Brazil had 650 cases of accidents involving the electricity grid in 2025, an increase of 3.67% on the 627 recorded in 2024. However, the survey shows a reduction in the number of deaths, from 258 to 249.

The electrician will be the protagonist of communication, representing the professional who understands, protects and cares about people. Clever Max is always on hand to help with the work when it comes to safety on the electricity grid.

More for you

In continuity with the "More for you" concept launched in 2025, the new advertising reaffirms Neoenergia's commitment to its customers to offer quality services safely.

"Our electricians and Max the dog form a successful partnership. Together, they create a strong connection with our customers, reinforcing the company's performance in every moment of everyday life, especially when it comes to safety on the electricity grid. More than supplying energy, we work daily to maintain our commitment to serving our customers with quality in all the locations where we are present," says Lorenzo Perales, Neoenergia's Marketing Director.

Radio advertising and digital channels

Created in partnership with Propeg, the campaign has a media plan in all concession areas with films and other advertising pieces that will be broadcast in communication vehicles and on digital platforms. Radio and digital channels will be broadcast with the main safety tips, aimed at Neoenergia's areas of operation. In addition, activations will be scheduled in some regions with the presence of electricians and caramel dogs to raise awareness among the public about safety on the electricity grid.