EnergyAustralia launches new integrated brand campaign and TVC via Leo Burnett Sydney
Following the purchase of EnergyAustralia by TRUenergy in 2011, EnergyAustralia has launched their new, integrated brand, with a tongue-in-cheek commercial from Leo Burnett Sydney.
The commercial sets the stage for their new brand campaign by sending their employees out to learn how their customers use energy so they can help them be more energy efficient.
Directed by Harold Einstein of Station Film, this is the first part of a bigger campaign, which is set to follow over the coming weeks around Australia on TV, online, in press, outdoor and cinemas.
Andy DiLallo, Chief Creative Officer
Iggy Rodriguez, Creative Group Head
Justin Carew, Creative Group Head
Jason Young, Designer
TC Miles, Strategy Director
Margot Fitzpatrick, Executive Producer Broadcast
Wendy Gilles, TV Producer
Paul Everson, Group Business Director
Libby Weston-Webb, Senior Business Director
Neil Duncan, Snr Business Manager
Harold Einstein, Director
Station Film, Production Company
Production Producer, Eric Liney
Production Facilitation, Curious Film
The Mill NYC, Post
Simon Lister, Nylon Studios, Sound Design
Peter Sciberras, The Butchery, Editor
Vanja Cernjul, Director of Photography
25 Comments
This iselect campaign is really growing on me.
Hmm!
I am sure that some of those named wish they hadn’t been…
The tone is completely wrong.
Why are you making a joke out of my electricity bills going through the roof, while telling me you’re here to reduce my energy usage / bills?
Are you joking that you’re here to reduce my energy bills?
Very fucking studenty.
Yeh this definitely needed to be shot by a US director and posted in NYC….noone here could have shot or posted that.
The Mill???
A more fundamental question is; why have they changed their name – again?
Weren’t TruEnergy known as TXU just a handful of years earlier? A cynic might say they are trying to escape the odium of being associated with rapidly increasing electricity prices…while re-branding themselves to have the freedom to do just that!
AWESOME!!
Blimey! The Mill NYC. What a junket! Impressed – a utlities company spending so much of their customers money on a post production company located off-shore.
How times change. It only seems 5 minutes ago that Iggy & Justin could do no wrong.
It got the cinema test yesterday.
There were about 8 ads. A few actually got laughs, this one got stone cold motherless silence. The kind of awkward silence that only stuff that’s meant to be funny but really isn’t, gets.
Was very surprised to see this morning that LB did it. It’s really juvenile work, but not in a good way.
they went to the US to shoot and post that?…. j.u.n.k.e.t.
Who gives a fuck who shot it and where? Plenty of terrible ads are shot,edited and posted here in Australia by Australians.
Stop being so fucking parochial, it’s pathetic.
Er, idea slightly buried, boys.
It takes a couple of gos (four in my case, but I’m not too bright) to figure out that the electricity-free (duh) catapulting of the bloke at the end is an example of the energy efficiency that Mr. Evil Renamed Utility Company is now striving for. I think.
An edit that kicked off with Baldy walking past the catapult in the beginning, remarking how people want to be energy efficient, then walking inside while blah-blahing seamlessly to close with his “renamed company” corporate fluff at the end might have been clearer, narrative wise.
But I might be wrong and this ad might be brilliantly clear, or clearly brilliant, to others…
Despite what the credits say, it really doesn’t come across as having had any Einsteins involved.
Sloppy – just like the catapult.
Sorry boys, but badly executed.
It does say the first part of a bigger campaign…
waste of energy, not to mention consumers money.
An AWARD School standard piece of conception, given deluxe production. Too many ideas for a start. Why not just pick one – say the catapult, and make THAT work. Though I’m having real trouble understanding what ANY of this is trying to say. Pity the poor consumer, who has no understanding of how ads are conceived, no interest in the process and zero powers of concentration. Where was a creative director with real authority on this job?
This is what happens when mid weights who have made their way up through the ranks on the back of a few ‘pro-active’ print ads that picked up are put in charge of a real grown up account. Lame gags, none-existent strategy and a pile of poop.
My hugely inflated power bill isn’t a joke, so why the fuck are these faggots making fun of it?
Switching to AGL.
Couldn’t agree more 1:12. An opportunity well and truly wasted, and heaps of cash down the drain too.
Hard to believe that this is the Brand that had the tall man/short man series a few years back.. Those ads had everything that this pile of shit doesn’t as in humanity, wit and charm. Instead they have gone the way that many brands do at the moment.. forgettable lame unfunny overproduced gags with questionable strategy. This campaign is from an agency that has a supposed strategic guru at the helm… he must have been too busy pontificating on everyone elses work on Gruen when this rubbish went through
I’m outraged. Energy Australia is an adult brand and deserves mature thinking not banal, infantile humour. Not a patch on the iSelect or Blackcurrent Fanta ads from whence it obviously draws inspiration.
I think you mean Blackcurrant Tango.