Independent power company Electric Kiwi's new TVC gently takes the mickey out of dubious benefits claimed in the power industry.
The 30-second TVC, produced by Brand World, is set in rural New Zealand and presents a grandfather trying to convince his granddaughter he is an electron farmer and that a key benefit of Electric Kiwi is 'fresh-farmed electrons'.
However, the granddaughter points out the real benefits of using Electric Kiwi—guaranteed savings, no contracts, and an hour of free power every day.
The concept of 'fresh farmed electrons' is tongue-in-cheek and a quip on fellow power companies who have silly promotions for electricity says Electric Kiwi general manager brand Andrew Cooper.
Cooper, who wrote the script, says the aesthetic is low-fi and draws on nostalgia to appeal to young families and align with the elements familiar to Electric Kiwi’s brand.
“It’s designed to be light and Kiwi but there is a subtle dig at some of the questionable benefits other power companies may be claiming. We’re encouraging the audience to ignore them, saying ‘don’t be an egg, switch to Electric Kiwi."
Cooper says after years of questionable offerings to promote electricity over the years, it was time for Electric Kiwi to get in on the act, but in a fun light-hearted way.
The TVC will run from Sunday through July and into August.
Andrew Cooper – Writer (and General Manager Brand at Electric Kiwi)
Chris Graham - Director
Richard Stevens - Brand World Managing Director
Rachael Weaver - Agency Producer
Jodie Faulder Media Strategist/ Planner
Susan Stevens – Business Manager