AGL launches campaign via GPY&R Melbourne to remind punters how energy helps us every day
Energy company AGL has launched a new integrated campaign via GPY&R Melbourne, which aims to make energy more tangible by showing just how important energy is to our everyday lives.
The new campaign takes viewers through the arc of a day, and explores the various ways energy carries us through from one moment to the next. From the simple and ordinary, to the complex and critical, AGL provides the energy for every part of every day, now and into the future.
Says GPY&R chief creative officer, Ben Coulson: “We wanted to portray the human side of energy; how it’s an underlying constant we sometimes take for granted, that allows us to live the lives we want to, even when we’re not always aware of it. It’s quite amazing stuff when you stop to think about it, so we wanted to take a minute to notice the role power plays in our lives and the role AGL has in bringing it to us every day.”
AGL Brand and Communications Manager, Christine Tomaras, wanted to create a campaign that audiences would instantly relate to: “We wanted to remind people of all the expected and unexpected moments in a day where energy touches their lives. It’s less a story about AGL, and more a story about our customers and what they do in their day-to-day lives.”
The campaign highlights how AGL, traditionally known as a gas and electricity retailer, has moved into other energy related product and services, like emergency hot water replacement, solar and LED lighting: “We’ve been providing energy to Australians since 1837 and while this is still central to what we do, we wanted to show that we have solutions to help with any aspect of energy,” said Ms. Tomaras.
‘A Day in the Life’ launched on Sunday 31 August with 60 and 45 second brand spots. The campaign then extends into 15 second product-focused spots to encapsulate how AGL provides energy solutions for every part of every day, from people moving home, to the needs of a small business owner.
The full campaign will run for eight weeks across TV, print, outdoor, digital and social media in Victoria, New South Wales, Queensland and South Australia.
Agency: GPY&R Melbourne
Chief Creative Officer: Ben Coulson
Snr Art Director: Jake Barrow
Snr Copywriter: Katie Britton
Senior TV Producer: Sheridan Bott
Account Management: Ella Ward, Matthew Hunt, Claire Minns, Lachy Larmour, Ian Sawers
Planning Director: Mike Hyde
Production Company: Finch
Managing Director, Finch: Rob Galluzzo
Executive Producer: Michael Hilliard
Producer: Catherine Anderson
Director: Christopher Riggert
DOP: Jeremy Rouse
2nd Unit Director: Yianni Warnock
Post Production:
Offline Editor: Jo Scott, The Butchery
Colourist: Andrew Clarkson, Method Studios
Online Editor: Ziggi Zigourais, Method Studios
Sound Engineer: Paul LeCouteur, Flagstaff Studios
Music: Electric Dreams
Composer: Mark Mitchell
Media: Maxus
AGL Manager Brand and Communications: Christine Tomaras
AGL Retail Brand Manager: Tracy Thomas
AGL Senior Retail Brand Consultant: Belinda Mekis-Jones
AGL Senior Retail Brand Consultant: Rebecca Miles
18 Comments
loved it
Beautifully shot wallpaper. You walk away from this remembering absolutely nothing about whoever it was for.
Well that seemed to go nowhere
Beautifully crafted wallpaper with nothing to say.
With 5 suits involved you can see why it is bland crap. Energy wasted.
This is an ad for energy, not AGL. It does a really great job of selling the benefits of energy to cavemen.
I’d love to see something fresh and interesting and compelling, and this ain’t it. But I’m not judging either. Tough, generic category.
A touch category indeed. A lovely ad that looks expensive and feels familiar.
I’m not sure that brand ads have any impact at all on choice.
It’s price, it’s convenience and in ad land memorability – can’t see anything in this that attracts a new customer, or keeps an existing one. Last point is especially relevant as churn is high and the next point of existing contact – is probably a big bill.
Energy companies might like to have a look at health insurers – a category that seems to be getting into comms that is personal and relevant (or at least feels like its on its way to being so)
Tell me I’m wrong but this exact same sloppy montage (that aspires to be oh so emotionally manipulative) could really be applied to anything – and has been over the last few years.
Just add a couple of lines of bland VoiceOver and there you go a ‘brand’ tvc.
Where the hell did all the ideas go people??
feel very american
Solid.
I agree.
And to ‘hmmm’ – probably best to read the bit about product ads before giving a marketing lesson.
Hey ‘However’ i think the answer to your question can be found at the offices of the bland, nervous, research addicted, utterly uncreative clients most of us have here in Australia.
For what its worth, I think its quite lovely for a tough category.
Got 22 seconds in and stopped watching – does anything interesting happen at the end?
@sam
I hear what you’re saying, but why can’t there at least be interesting material explored within the lifestyle vignette? It’s such a broad concept. Again and again it’s just the trusty ol’ vulnerable soundtrack with these dry reenactments of ‘life’.
Where’s the humour and the wit or just any notion other than ‘pleasant’? I see a few of these from overseas and still they have some sort interesting perspective to them as opposed to shooting a list of forgettable dawn scenes. If you’re showing me a flickering montage of life, it’d better be something more interesting than this and especially if it’s a commercial and not a film.
The clients are going to keep wanting this if every big brand keeps churning them out. It’s a vicious cycle. What is strange also is that someone as huge as AGL has nothing to lose when people are always going to be paying power bills. They have a pretty tight grip on the electricity market (not to mention our politicians).
We really can do better than this Australia.
Uninspired expensive execution of a simple idea. Done differently it may have delivered on its potential.
I thought this was an interesting visual exploration of what energy does. The argument that it promotes the category could be made about Origin’s light bulbs or any number of ads that are in the category.
The haters from the Caltex ad which visually explored what fuel does seem to have migrated here too. Some may argue that this ad does similar things, but is that a problem? It simply reminds people that you can do cool stuff with what the company provides.
I like both ads, so ‘boo-hoo’ haters.
Nice to see some fun cinematic style creeping back into TV ads. Bring on more of it. Rather than cheap naff gags in 15 second cut-downs that seem to get applauded on this blog. I’m over those.
I don’t hate the ad. There’s nothing to hate. There’s nothing to love either. It’s just a whole lot of nothing.
But seriously, an ad that tells people you can power things with energy? Seriously?
It’s like doing an ad for Vic Water telling people they can drink it, wash with it, swim in it and poo in it.
It’s just not news. It’s just not necessary.
You don’t need to do an ad reminding people of the cool things you can do with your product when your product is energy. You just don’t.
I don’t blame the agency. It’s just a nothing brief.
Also sucked. True.