EDF engineers 'test' Olympic venues in humorous spot

EDF, the owner of UK subsidiary EDF Energy, is launching a television campaign tomorrow (26 July) featuring its engineers as inept athletes and a cameo from Victoria Pendleton to push its role in "powering" the Olympics.

Creative shows two EDF engineers with little sporting ability, testing the Olympic venues, including the aquatic centre and fencing arena, with Olympic cyclist Pendleton appearing at the end to check everything is ready.

The accompanying voiceover states: "Helping London 2012 shine brighter. EDF generating low-carbon electricity for the Games".

The campaign, created by Paris-based CLM BBDO, launches tomorrow at 9.45pm during ITV1's 'The Big Sports Quiz'.

It will also feature in a special Olympic-themed ad break during ITV1's 'News at Ten' on Friday 27 July, the night of the Opening Ceremony.

EDF will run the spot on UK terrestrial stations, digital stations and video-on-demand platforms throughout the Olympic and Paralympic Games.

Media planning and buying for the UK elements of the pan-European campaign has been handled by MPG Media Contacts.

EDF claims it is putting enough "low-carbon" energy back into the National Grid to cover all the expended energy used at the Games venues.