SSE "pier" by Adam & Eve/DDB

Maya, the CGI orangutan, returns for the second instalment of SSE's "proud to make a difference" campaign, despite a mixed reception to her debut.

In the ad, by Adam & Eve/DDB, Maya visits a fairground and marvels at the lights and rides that are powered by electricity. It is as beautifully crafted as the first spot, but that won’t assuage those bemused by SSE’s choice of a pensive primate from Borneo as its mascot. The film will be supported by outdoor, radio and digital activity promoting SSE’s deals. The work was written by Graham Cappi, art directed by James Gillham and directed by Frédéric Planchon through Academy.