Rainey Kelly helps COI target energy wasters

Rainey Kelly Campbell Roalfe/Y&R’s first work for the COI’s Energy Savings Trust breaks this week to coincide with Energy Efficiency Week.

Rainey Kelly Campbell Roalfe/Y&R’s first work for the COI’s Energy

Savings Trust breaks this week to coincide with Energy Efficiency

Week.



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

model.



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,

’Saveenergymoneyenvironment.’



The campaign was art directed by Jerry Hollens and written by Mike

Boles.



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

industries.



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