POWERGRAMS

12 Bless his brilliantly lit backside: Louie the Lightning Bug – arguably the most famous firefly on the planet – is turning 40. Created for Alabama Power in 1983, Louie has undergone a few cosmetic changes over the years. But his popularity remains steadfast. Indeed, electric utilities across the country, and beyond the border into Canada and the Caribbean, continue to draw on Louie's talents to educate youngsters about being safe around electricity. "There was a lot of thought that was put into the character before he was introduced," said Pam Moore of Birmingham-based Moore Syndication, Louie's exclusive marketer for Alabama Power and Southern Company. Moore has known Louie from the start, having worked for the Atlanta advertising agency that created him before beginning her 40-year career of representing Louie on behalf of the company. Cosmetically, Louie has made it a point to keep up with the times and with changing technology. Originally, his glowing abdomen was the shape of a classic incandescent bulb. But when the world turned to more efficient compact fluorescents, he underwent a little plastic surgery and began sporting a twisted compact fluorescent lightbulb tail. Nowadays, following the advent of LED bulbs, Louie's bottom looks more like a traditional bulb, only brighter and even more energy-efficient. On the other hand, Louie's other body parts haven't changed as he approaches middle age. He still manages to manipulate four arms tipped with white-gloved hands. His wings are still a shimmering green, and his frog-like face a lemony yellow topped by two bright, bulbous eyes and antennae. He occasionally dons what, at first glance, appears to be a slightly uncomfortable pull-chain around his neck. And, he's still got those oversized, happy feet, which have him prancing and dancing when he doesn't feel like flying. And then there's the voice. Thank the late American actor, musician and singer Jack Sheldon, who was the first voice bestowed upon the cartoon insect. The raspy tone was closer to another famous Louie – last name Armstrong – than what you might expect to emerge from a tiny cartoon bug's mouth. When Sheldon was chosen to voice Louie, he was already famous for crooning on the popular "Schoolhouse Rock!" cartoons of the 1970s. After Sheldon's death in 2019, Mississippi advertising executive Reed Guice was chosen as the new voice Louie the Louie the Lightning Lightning Bug - Bug - at 40 at 40 EDUCATION CARTOON SPOKESBUG FOR ELECTRIC SAFETY REMAINS POPULAR AND RELEVANT By Michael Sznajderman

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