EDF: Busy Doing Nothing by Havas

Energy firm EDF has unveiled a new brand campaign championing the company’s diverse electricity generation mix and its role as a significant contributor to tackling net zero. 'Busy Doing Nothing' underlines the fact that, unlike many of its historical and start-up rivals, EDF is actually generating zero-carbon electricity at scale – not just selling it.

Its unique combination of wind, nuclear and solar energy production is highlighted in a new TV ad, the first since EDF consolidated its UK brand creative and media accounts into Havas earlier this year. Accompanied by video on demand and digital executions, it positions EDF as an energy firm making a tangible difference in helping the nation to achieve its net-zero ambitions.

Set to Richard M. Sherman’s Busy Doing Nothing, it features EDF engineers up and down the country who have never been busier helping to reduce UK’s carbon emissions to nothing. It was shot at EDF locations across the UK including Hinkley Point B power station and the Hinkley Point C construction site, a solar panel installation on the roof of a Tesco in Bicester, its battery storage facility in West Burton, Teesside offshore wind farm, Torness power station in Scotland and Dorenell wind farm in Scotland.

It was created by Dan Cole and Andy Garnett at EDF’s lead strategic and creative agency, Havas London, and directed by Academy Films’ Marcus Söderlund, best known for his cinematic spots for brands including Audi, Volvo, Honda and Vodafone. Media planning and buying is through Havas Media Group, which was appointed to EDF’s brand account, in addition to its existing corporate remit, alongside Havas London earlier this year.