You would expect that an environmental campaign for huge engineering group would be a bit dull – all facts and figures. Not this one by Norwegian ad agency, Anti, for Aker Group. It’s a walk on the wild side with a wonderfully absurd premise, We’ll take it from here, Chuck.
Chuck Norris stars in the two-minute campaign film, The world’s toughest job, as an environmental commando who sucks carbon out of a smoke stack, captures the sun’s rays for electricity and karate-chops big data to make it work for, not against, us.
“As the world’s toughest job awaits, Aker will take it from here, giving the legend a well-deserved rest,” Anti stated.
The hyperbole-filled parody is in fact a humorous call for action and cooperation across the industry, and underlines that the Aker Group, as a representative of Norwegian industry, has what it takes to solve future climate and energy challenges. Its humour was used to gain attention but also to present Aker as a company that is prepared to push the envelope and use creativity and innovation to solve important problems.
“The world’s toughest job is the sum of challenges we face going forward. We must solve climate challenges through cooperation and jobs creation in new green industries,” stated Øyvind Eriksen, chief executive officer of Aker. “Aker has a 180-year legacy of building knowledge-based industry, and our employees strand ready to continue solving complex issues. We can’t do it alone, but we know what it takes, both within Aker and collectively for Norwegian industry.”
“We have to be able to walk and chew gum at the same time. It’s not about ‘switching off the black and switching on the green’. Oil and gas will continue to be an important part of the energy mix going forward. At the same time, we have to invest in renewable energy and employ green technologies to significantly reduce emissions, build new industries, and create new green jobs. If elected officials and authorities establish favourable conditions, we can accelerate the Norwegian industry in a greener direction.
‘We want the campaign in its entirety to be an appeal for collaboration across industry, society and politics to solve our collective challenges. The next generation of heroes and heroines are not in Hollywood, but working at shipyards, at offshore oil and gas installations, operating wind farms, and using software and data to drive innovation.”
The commercial was produced both in the US and in Norway, with director, Espen Sandberg, known for movies such as Pirates of the Caribbean: Dead Men Tell No Tales, Max Manus: Man of War and Kon-Tiki.
Creative Directors: Christian Hygen & Per Erik Jarl
Account Director: Torstein Drogseth
Account Manager: Nora Gauslaa
Production Company: Motion Blur
Director: Espen Sandberg
Executive Producer: Espen Horn
Producer: Nina Lorentzen
DOP: David Wilson
Colour: Company 3
Senior Colourist: Jean-Clément Soret