British Gas taps Professor Green for debt ad during cost-of-living crisis
Energy provider British Gas, alongside digital brand agency Nucleus, has tapped rapper Professor Green for its latest ad that aims to encourage people to speak up about energy debt and seek free support from the supplier.
‘Stop the Silence Around Energy Debt’ is a harrowing watch, and unfortunately represents what many families up and down the country are going through. At the center of the story is Rob – a single dad struggling with the emotional impact of not being able to pay his bills. Sadly, he chooses to not share his issues with the people close to him and instead puts on a brave face. Viewers witness the juxtaposition of a house full of noise, color and activity to one much quieter, duller and more subdued as our protagonist switches off lights and appliances to save energy, until he’s finally sat alone in the dark and in complete silence.
The campaign comes after The Times reported in February that Centrica, which owns British Gas, said its operating profits rose by 112% to £948m in 2021 and profits at the British Gas household energy supply division increased by 44% to £118m.
“We wanted to capture in a nuanced way the all-too-common situation of a man struggling to cope with rising energy bills. It was important to us that the film portrays the situation many people are currently going through, without ratifying the stereotypes attached with financial hardship,” said Micky Tudor, chief creative officer at Nucleus.
“The film does so in two ways: first by acknowledging the sacrifices and isolation individuals facing fuel poverty can experience, and second by showcasing that the first step to help is to talk about it.”
Reception to the ad on social media has been lukewarm to say the least, with one Twitter user commenting: “I’m severely disabled relying on medical equipment day and night. Just had £340 taken out from my account. For the next two weeks, I’ve got pennies to live on. BP just announced they’ve made profits. How do your companies justify this? Professor Green isn’t going to solve it.”
According to the organization, four in 10 households will struggle to pay their next energy bill, yet 61% of people are unaware that financial support services exist for household debt.
As well as lending his voice to the film, Professor Green has shared his own experience of growing up in Hackney with his grandmother, who regularly had to make the difficult choice between paying the bills and eating a hot meal.
“As more people face the struggles of fuel poverty for the first time, it is essential for us to not only fund the amazing work of the British Gas Energy Trust, but also bring it to the attention of a wider audience who may not know support is available,” added Americo Lenza, customer experience and marketing director at British Gas Energy.
“Too often we’ve found that people who are struggling don’t know the resources out there, which is why this poignant film and the other elements of the campaign are so important to raise awareness.”