NICEIC powers new safety campaign with TV ad from RBH

NICEIC, an independent voluntary regulatory body for the UK’s electrical contractors, has created its first TV commercial in its 60-year history.

Following extensive research into the awareness of domestic electrical installations NICEIC found that the majority of householders take the electrical supply in their homes for granted and don’t consider the associated dangers. To combat this lack of awareness, NICEIC commissioned their first major consumer facing campaign, turning to Midlands based agency RBH to produce a thought-provoking TV commercial.

The ad, titled ‘The Cage’, highlights the potential dangers lurking unseen in the average family home, using a blend of CGI and live-action footage.

Mark Smith, marketing director at NICEIC, said: “This is the first time in UK advertising history that an electrical installation has been visually brought to life in this way. We hope it will make people think about getting their electrics checked.”

Jon Nealon, group account director for RBH, said: “We are delighted to make history with NICEIC by creating their first ever TV ad, and are confident that this will effectively highlight this largely unaddressed issue to the general public.”

The Cage is currently screening in Scotland and Northern Ireland on ITV and Channel 4, as well as online and through social channels.