Cameron Fleming is a copywriter and creative director.

Siemens. Somewhere in America.

Revealing the technologies behind your everyday life

Siemens is one of those companies that’s always behind the scenes. And I do mean always. Siemens technology generates a third of America’s electricity. Powers a third of its light-rail trains. Handles 90 percent of its mail. Serves 8 out of 10 of its hospitals. And still, nobody knew who Siemens was. The answers were out there, somewhere in America.

Copywriter
Cameron Fleming
Art Director
Jorge Bache
Associate Creative Directors
Robert Balog & Jeff Leaf
Group Creative Directors
Bruce Henderson & Witold Riedel
Agency
Ogilvy New York
Director
Victor Garcia
Photographer
Michael McLaughlin

“Rosie” :30

This spot tells the story of one family’s trip to the hospital, and the Siemens Biograph mMR that set their minds at ease.

Copywriter
Cameron Fleming
Art Director
Jorge Bache
Creative Directors
Robert Balog & Jeff Leaf
Executive Creative Director
Witold Riedel
Agency
Ogilvy New York
Director
Chris Wilcha

“Unit 9” :30

Every morning, Siemens-built gas turbines across America stir to life to power our cities and our lives.

Copywriter
Cameron Fleming
Art Director
Jorge Bache
Creative Directors
Robert Balog & Jeff Leaf
Executive Creative Director
Witold Riedel
Agency
Ogilvy New York
Director
Chris Wilcha

Print

Radio

The line “Somewhere in America” actually originated in this series of radio spots. They take an almost documentary approach to show how Siemens technology is making America greener, healthier, and more propserous.

Health records
Smart grid
Green buildings
High-speed rail

Digital

One of my favourite projects yet in my career was making these rich-media banners for an advertising supplement in the New York Times. They’re like little toys. Educational toys. Educational toys as banner ads. I spent many, many hours calculating travel times and looking up fuel consumption statistics from government reports.

Unfortunately, while cutting-edge at the time, they were made in Flash so they no longer work. But the videos give you the idea.

Copywriter
Cameron Fleming
Art Director
Jorge Bache
Associate Creative Directors
Robert Balog & Jeff Leaf
Creative Director
Barry Deck
Executive Creative Director
Witold Riedel
Agency
Ogilvy New York
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