Albert Einstein has returned to discuss smarter energy choices with the British public. While he is while he is still getting to grips with some aspects of modern life, the scientist remians passionate about helping people to make smart energy choices.
The new campaign for Smart Energy GB by AMV BBDO shows how a smart meter can help the British public to better manage their household budgets and save energy – which, with the current energy crisis, has never been more important.
It is part of the brand platform, Join the Energy Revolution, which launched in 2021 and has proven to be the most effective and efficient in the brand’s history, accounting for nearly half of all smart meter installations since that time.
In this next chapter, Einstein discusses smart meters with his neighbour Darren, who is teasing him about his love of gadgets. The famous scientist explains that his smart meter display shows how much energy he is using, daily, weekly and monthly.
30-second and 20-second commercials will run on TV, broadcaster VOD, AdSmart and YouTube, supported by print and radio spots. Complementary social and display ads, produced by Gravity Road, also feature Einstein and Darren highlighting the benefits of the smart meter display.
Chris Taggart, director of marketing at Smart Energy GB, commented, “With the cost of energy becoming a national conversation in 2022, it is more important than ever for Smart Energy GB to help people understand the positive role that smart meters can play. With help from history’s greatest ever energy expert, we are keen to show people how having a smart meter could help them to make small changes that save energy.”
The earlier iteration of the campaign has CGI graphics to bring Einstein to life. This follow-up campaign used prosthetics to re-create the mid-century physicist.
AMV BBDO creatives, Rachel Tweedy and Jamie Chang, explained, “We are evolving the Einstein creative to show him interacting with the characters of his local community and to demonstrate the ways in which a smart meter can help Britain, from saving energy at home to helping the environment.”
Eoin Glaister, director at Stink Films, added, “When the opportunity arose to create a fish-out-of-water comedy starring a time travelling celebrity physicist and his mate Darren, I jumped at the chance. It was my first time directing a Nobel prize winner. Fortunately, Albert Einstein was very patient and turned out to be a right hoot.”
Credits:
Client: Smart Energy GB
Marketing Director: Chris Taggart
Creative Agency: AMV BBDO
CCOs: Nick Hulley & Nadja Lossgott
Creative Directors: Nick Hulley & Tim Riley
Creative Team: Jamie Chang & Rachel Tweedy
Designer: Richard Holgate
Planning Team: Joe Smith & Mike Alhadeff
Account Team: Tess Brisbane, Maddie Burnell, Ed Nash, Rhiannon Hughes & Jack Masters
Producers: Tara Megson & Kate Mahon
Media Agency: MSIX & Partners
Production Company: Stink Films
Director: Eoin Glaister
Producer: Sara Nouman
Edit: James Forbes Robertson @ Trim
Post-production Company: No.8
Audio Post-production: Sam Robson
