Rainey Kelly Campbell Roalfe/Y&R’s first work for the COI’s Energy
Savings Trust breaks this week to coincide with Energy Efficiency
Four television commercials focus on the absurdity of wasting energy by
featuring individuals who are shameless energy wasters. They all finish
with the voice of the comedian, Paul Merton, who says ’if you’re not
energy efficient, you need help’.
One spot stars a young man who can’t stop dancing. He scoffs when the
man fixing his boiler suggests he gets a more energy-efficient
A second features a mother who, when making a cup of tea, rushes between
the kitchen and the lounge bringing the saucer, teaspoon, cup, tea and
milk one at a time.
Another shows a man who pedals to the shops on a tiny child’s bicycle
and, after refusing an energy-efficient fridge-freezer, uses the bike to
tow his bulky purchase home.
In the fourth ad, a woman moves around a DIY shop by climbing over the
aisles. When she eventually gets to the right spot, she passes over the
energy-efficient light bulbs for the standard model.
Three press ads, which will appear in TV listings magazines, focus on
the ’leakers and guzzlers’ in the average household.
The entire campaign also carries the very direct and simple strapline,
The campaign was art directed by Jerry Hollens and written by Mike
The television ads were directed by Mark Denton through Blink. Media
planning is by Motive and buying is through Mediavest.
Rainey Kelly won the Energy Savings Trust business in March after a
pitch against TBWA GGT Simons Palmer and the previous incumbent, Saatchi
& Saatchi, which created the ’Einstein’ campaign.
The Energy Savings Trust is a non-profit-making organisation which is
backed by the DETR, energy supply companies and other related