McCann focuses on blood in first Action Energy TV campaign

McCann-Erickson Business Communications has created a TV and press campaign for Action Energy - the government-funded programme that promotes energy saving in business.

The 30-second TV execution dramatises the fact that 30 per cent of the energy used by UK companies is wasted. It does so by showing office machines and light-fittings bleeding. The ad ends with the message "energy is the lifeblood of business" while directing viewers wanting to obtain a starter pack to a phone line.

The television work is supported by press ads that continue the theme by showing blood flooding from buildings in a business park and forming puddles on the pavements and roads. The ads will run in the national press and in selected business titles. The campaign broke on 13 November and runs for three weeks, with a second two-week burst in January.

Action Energy is an initiative launched by the Carbon Trust - a government-backed body set up to help UK businesses cut their carbon dioxide emissions.

This is McCann's first work for the body since it won the account earlier this autumn.

The campaign was art directed by Ian Boyle and written by William Parker.

The TV commercial was shot by Sneezing Tree. Media planning and buying was by Universal McCann.

William Parker, McCann's creative director on the account, said: "Action Energy's message is a difficult one to covey - that there are great opportunities for businesses to reduce emissions. In order to get this across we had to dramatize energy wastage."

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