Energy giant E.On UK is aiming to avoid the greenwashing backlash which has the likes of Shell, Etihad Airways and Anglian Water in recent weeks, by highlighting the urgency with which we all need to act on the climate crisis, in a new marketing campaign under the rallying cry of “It’s Time”.
Devised by creative collective House 337, a 60-second ad is being launched this week across TV and cinema, running in the UK until August.
Using CGI, businesspeople and homeowners are captured on melting ice caps, on flooded streets, in a tornado and in burning forests. Each of them nonchalantly sings lines from the Irma Thomas song Time Is On My Side as their focus remains locked on other things.
As the climate crisis induced scenes escalate, viewers finally see one woman realise the urgency of the situation. The film resolves with the positive view of the future that E.On claims it is striving to help bring about, through sustainable energy solutions for homes, business and cities.
The campaign will continue through digital-out-of-home advertising, print, radio and social media, highlighting the specific sustainable technology offer provided by E.On.
Solar panels, EV chargers and air source heat pumps feature against positive nature-filled backgrounds, with headlines that continue the theme.
E.On UK chief marketing officer Scott Somerville comments: “‘It’s Time’ is a rallying cry for us all to stop putting off the changes that are needed to address the climate crisis and to work together to find a more sustainable and progressive future.
“Whether it’s governments, businesses or homeowners, there’s a huge amount of positive intention when it comes to sustainable energy, but rarely do any of us bring enough urgency to the situation.
“Regardless of the brand, product or service you’re promoting, it’s time to rethink our responsibilities and ensure that we all take steps, no matter how small or big, to begin in earnest that critical path to change we need as a society.”
House 337 creative director Ross Newton added: “It’s incredibly important that we all act on the climate crisis, but we didn’t want to use the same old shock tactics. Instead, we wanted to highlight the behaviour that we’re all guilty of.
“We hope that on seeing the ad, viewers will feel a sense of frustration that the people in each scenario aren’t reacting to the devastation surrounding them, and feel empathy towards them as they recognise that behaviour in themselves, and consider what steps we can all take to become part of the solution.”
Last week, Anglian Water has become the latest company to be hauled up by the ad watchdog for greenwashing, after it washed over its dodgy history of releasing sewage into rivers in an ad which pushed its environmental record. The week before, Shell had three ads banned over its environmental record, while Etihad Airways fell foul of the rules in April.
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