Ad of the Day: Uncommon's debut blends climate change denial with Slayer for Ovo
Uncommon – the creative studio founded by ‘Grexiteers’ Lucy Jameson, Natalie Graeme and Nils Leonard – has released its first work for energy supplier Ovo featuring the voices of climate change deniers alongside the music of thrash metal band Slayer.
‘Power Your Life Differently’ will comprise print ads, out of home, digital, social, below the line and PR, as well a cinematic TV spot which aims to educate consumers on the impact their everyday energy use has on the environment.
The film opens with a shot of household appliances plugged into the earth – a visual metaphor for how renewable energy can power the world. As the camera sweeps onto a cluster of TVs, their screens light up with a host of climate change deniers protesting against the theory.
Meanwhile, a recording of the rousing ‘Get Mad’ speech from the film Network plays as a juxtaposition to the pseudoscience chatter, and Slayer’s track ‘Raining Blood’ gains in volume.
Directed by Andreas Nilsson at Biscuit, the film ends with another camera sweep into the ocean to linger on a lone wind turbine. The line reads: ‘It’s time to power your life differently. Switch to 100% renewable energy from Ovo.’
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“This campaign is a bold, optimistic and positive encapsulation of what Ovo Energy is all about,” said Nils Leonard, co-founder and chief creative officer of Uncommon.
“Being environmentally conscious isn’t fringe anymore. Being conscious is the smart choice, and one we can make in every moment of our lives; we wanted everyone who sees the ads to recognise they have the power to make a change.
“The creative treatment is provocative and the metal soundtrack sets the tone for a commanding and unconventional film from a company in the energy sector.”
Sarah Keegan, brand director of Ovo Energy, added that this campaign is “just the start of Ovo Energy empowering our customers to power their lives differently”.
It launches today (5 March) and will run until mid-April on TV channels including ITV1 and Channel 4.