When you think of gruff, no-nonsense Ron Swanson from Parks and Recreation, you might not expect him to be the face of an electric-vehicle campaign. But that’s exactly what’s happening—and it’s brilliantly disarming. National nonprofit Veloz has just launched its new “Electric for All” campaign, aiming to demystify EV ownership with clear, concise information and relatable messaging.
And who better to guide us through it than Nick Offerman—actor, woodworker, best-selling author… and national treasure. Known for his iconic role as Swanson (and most recently seen in Mission: Impossible – The Final Reckoning), Offerman brings a grounded, trustworthy authenticity to the effort.
The campaign, developed in partnership with full-service independent agency The Shipyard, breaks the mold of conventional car advertisements—featuring clean, minimalist visuals that combine photorealistic EV shots with graphic illustration.
Josh D. Boone, Executive Director of Veloz, reinforces the mission: “Electric For All is rooted in a simple idea: when people have the facts, they’re more likely to take action. We are making sure those facts are clear and accessible because the way forward is electric.”
Each thirty-second spot—“Parts on Parts,” “Relationships,” and “Pit Stop” (plus a Spanish-language version of “Parts on Parts”), feels modern yet timeless, direct without fluff, and multilingual to connect with diverse audiences.
Offerman delivers the core message crisply: millions of drivers are already saving on gas and maintenance, tapping into federal and state incentives, and discovering that EVs really do work for everyday life. But many haven’t leaped—simply because no one’s told them how much they could save. And with federal EV tax credits set to expire on September 30, that explanation comes with urgency. Watch below:
Powered by $43.5 million from Electrify America, “Electric for All” is the most extensive nonprofit-led, brand-neutral EV education campaign in U.S. history. Its mission: move past early adopters and reach the mass majority of car buyers who just want the facts, without bias and pressure.
That’s why The Shipyard’s mixed-media approach is so practical. Instead of glossy aspirational set pieces, the ads strip away the noise and spotlight everyday benefits: cost savings, charging convenience, range, affordability, and variety. Will Gelner, Chief Creative Officer at The Shipyard, puts it simply: “With the mixed media approach that combines live action and graphic illustration, our campaign avoids the glossy, overly aspirational salesmanship of the typical car commercial.”
He adds, “Purposefully simple and straightforward, stripping away the unnecessary, the campaign is accessible with the spotlight fully on the real, every day, essential benefits of EVs and how they can seamlessly fit into your life.”
EV adoption is hitting a tipping point. This campaign serves as a bridge, delivering essentials in both Spanish and English, with culturally relevant touches crafted in collaboration with multicultural partner Accent Marketing. It reaches across linear TV, digital, CTV, audio, out-of-home, and even partners with major media companies like NBCU, Telemundo, and Disney/ABC.
Beyond the ads, ElectricForAll.org stands as a multilingual resource hub—available in 15 languages—where you can compare new and used EVs, find local incentives and charging stations by ZIP code, and calculate your long-term savings. All the tools to make someone say, “Hey…I could do this.”
In his own words, Offerman says it best: “Weaning our civilization off of fossil fuels is the obvious path forward to choose, if we want to be responsible to ourselves and future generations in the way we steward our planet’s resources. I’m pleased to lend my voice to this positive effort.”
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