The National Grid delves into humour as it shows a giant power plug being transported across the nation in its latest campaign.
Created by M&C Saatchi UK, the 40-second spot marks the largest overhaul of the UK electricity grid in generations.
Set to run across TV, social, digital and audio channels, it shows a group of people who appear bemused at the sight of the lorry as it arrives at the coast.
When the plug is pushed into a huge power socket we cut to a pylon and get a sense of the National Grid’s newly connected clean energy powering up towns and villages across the UK.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The film was directed by Tony Barry at Knucklehead, who was selected by M&C Saatchi for his ability to get believable comedic performances from actors.
“It’s incredible to have the opportunity to raise awareness that National Grid is connecting the UK to clean energy, through the most significant upgrade in decades,” said M&C Saatchi UK Group CEO Jo Bacon.
“This memorable campaign is designed to grab the attention of the nation, with striking icons at its core that really bring the message to life,” she continued.
“This work is all about getting the nation behind The Great Grid Upgrade, and inviting those who are interested to find out more about it,” said M&C Saatchi creative partner Guy Bradbury.
“Everyone takes electricity for granted, so we wanted to create a distinctive campaign that put energy at its heart. What better way to do that than to use a ubiquitous, everyday object like a plug – but on a much bigger scale?”
