The outdoor ad, created by Posterscope, uses lenticular printing to create optical illusions so an image of a toaster is transformed into a wireframe model that shows how energy travels through the appliance as people walk past it.
The outdoor ad features the slogan: "Smart meters, you’ll never see energy in the same way again."
It aims to encourage customers to "see energy differently" and highlight the benefits of upgrading their traditional energy meters to a smart meter which monitors energy consumption to help customers save money.
The six-sheet billboard campaign will run for two weeks from today in London, Leeds, Birmingham and Manchester in a media plan by Carat UK and Posterscope.
Amy Holland, the advertising manager at British Gas, said: "This campaign is designed to drive awareness of the benefits to our customers of upgrading to smart meters.
"Using lenticulars this way is the perfect creative illustration of the hidden nature of energy consumption and is a clever way to transform the way customers view it, bringing to life the benefits of smart meters in a very powerful way."
Lenticular specialists, Hive Associates, developed and produced the creative execution, which interlaces two images together so it appears differently depending on the angle it is viewed at.
Chris Hicks, the senior project manager at Posterscope, said: "The use of new lenticular printing technology has allowed us to develop a creative campaign which reinforces the transparency of cost and energy usage that smart meters can deliver.
"This outdoor campaign is a great example of how using sophisticated printing technology can push the boundaries of out-of-home, allowing us to execute creative ideas in exciting ways."