My YouTube ad of the week: David Prideaux, Publicis Chemistry

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David Prideaux reviews Ecotricity


David Prideaux, executive creative director, Publicis Chemistry

Why I like this

I don't like this. I lurve this. A deft piece of animation turns cooling towers into Colonel Blimp-like characters who, to their horror, are blown to smithereens.

It punctures the smugness of electricity companies and makes them look like old farts. And it positions Ecotricity as the snapping underdog whose time has come. Genius.

The animation is deceptively simple, with some lovely directorial touches. The towers that salute as they tumble over, like small boys falling into a swimming pool, make me laugh each time I watch them.

The wind turbines that spring up look clean and (ahem) efficient. The aria from The Marriage Of Figaro is the perfect counterpoint to all the destruction. "Dump the big six" is a great line that tells you what to do.

And, if you click through, you can send a message to your own electricity company, explaining why you want to dump them.

Persuading people to change their electricity company is as difficult as getting them to move their bank account. If anything can give you a chance, this will.

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Credits

Brand

Ecotricity

Task

Persuade people that there are alternatives to the big six energy companies.

Execution

The familiar shape of power station towers have been turned into smiley-faced characters - until they collapse. As tower after tower disappears symbolically into the ground, the last shot shows wind turbines springing up in place of the power stations and a call to "dump the big six".

Credit

Man+Hatchet.

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