A car park might not resemble a scientific lab, but in Energy Online’s latest brand campaign it serves as the setting for a "mind control" trick to showcase that power is power, and none of it is ‘super’.
The two-minute 17-second ad called 'Have we created superpower?', by Contagion, sets up a staged scientific field trial in a car park, using hidden cameras and real-life unsuspecting participants.
The participants are led to believe their powers of mind-control are genuine, completing a series of basic tasks aided by the research scientist including ‘moving’ a pair of glasses and causing the windscreen wipers on a bus to start.
The final test comes when that bus starts to roll towards a mother putting her child into a pushchair. The participants use their ‘superpowers’ to stop the bus – which it does – but the ruse is revealed with a driver behind the wheel and a fake baby in the pram.
It ends with the text ‘You wouldn’t believe this. So why would you believe other energy companies have better power?’.
Marketing manager Michael Wood believes the new work will give the brand differentiation in the market.
“The current competitive environment adds real strength to the Energy Online proposition. While other brands are appealing to customers by deliberately adding complexity and in many cases confusion to their offers, Energy Online is the perfect antidote for anybody wanting straight-forward energy at a great price. We reckon simple is super”.
Contagion executive creative director, Bridget Taylor says, “we been lucky enough to work with this incredible bunch of people for well over five years now. Energy Online don’t try and be different for difference sake. They deliver what people want. Which is this case is just energy, at a fair price, that’s easy to get. That’s not what most in the market are up to, so we decided it was time to call BS, cause power just isn’t super.”
The video will be distributed via social media channels and YouTube.
This isn’t the first time Energy Online has used a documentary style ad with a 2016 campaign imitating a horror film featuring a dinosaur who goes after door knockers – as the deals are found online.