The work was created by Upstart and uses inspiration from films such as Lawrence of Arabia and the James Bond series.
The spots show unlikely "pricing heroes" embarking on special missions to negotiate the best deal for their customers. Mark Strong, the British actor, provides the voiceover.
"Poker" shows an ordinary man who works for First Utility parachuting to the Hoover Dam and striking a deal with a "man who loves to say no".
The first ad will air tonight on ITV during Coronation Street. It was created by Paul Wilmot and Steve Hooper. Harald Zwart directed it through Upstart. Media buying was handled by Goodstuff.
There is also a new website for the company and there will be digital and radio activity in two weeks' time.
First Utility wants to challenge the dominance of the big six energy businesses: E.ON, npower, British Gas, SSE, Scottish Power and EDF.
Ed Kamm, the chief of customer service at First Utility, said: "Millions of households in the UK are overpaying for their energy and still think the choice lies between one of the big six providers.
"This campaign is about showing them that First Utility is a credible alternative who cares about its customers and does all it can to offer low prices.
"In a market where advertising has not given consumers any sight of the people and personalities behind the brand, we believe that this ad stands out from the crowd.
"It communicates that everything we do is about helping consumers spend less on energy, reflected in the catchphrase, ‘we put our energy into lowering prices'."