Campaign SpotlightPress Release

Albert Einstein travels to modern-day Britain to talk about smarter energy choices with Smart Energy GB

LONDON, UK — Non-profit organization Smart Energy GB has launched an integrated campaign that shows how a smart meter can help the British public to better manage their household budgets and save energy – which, with the current energy crisis, has never been more important. The campaign was conceptualized by creative agency AMV BBDO.

Transporting physicist Albert Einstein from the 1950s to modern-day Britain, the follow-up work sees that while he is still getting to grips with some aspects of modern life, the scientist is passionate about helping people to make smart energy choices.


Launched in 2021, the brand platform “Join the Energy Revolution” has proven to be the most effective and efficient in the brand’s history, accounting for nearly half of all smart meter installations since that time.

In this next chapter, Albert Einstein discusses smart meters with his neighbor Darren, who is teasing him about his love of gadgets. The iconic scientist explains that his smart meter display shows how much energy he is using, daily, weekly, and monthly.

Positioning smart meters as a tool to help people make better decisions about their energy use, the ad directs viewers to search “get a smart meter.” With 30-second and 20-second executions running on TV, Broadcaster VOD, AdSmart, and YouTube, the ad will be supported by print and radio spots too. Complementary social and display ads, produced by Gravity Road, also feature Einstein and Darren highlighting the benefits of the smart meter display.

Chris Taggart, Director of Marketing at Smart Energy GB, said, “With the cost of energy becoming a national conversation in 2022, it is more important than ever for Smart Energy GB to help people understand the positive role that smart meters can play. With help from history’s greatest ever energy expert, we are keen to show people how having a smart meter could help them to make small changes that save energy.”

The earlier iteration of the campaign used CGI graphics to bring Einstein to life, while this follow-up campaign employed prosthetics to re-create the mid-century physicist.

AMV BBDO creatives Rachel Tweedy and Jamie Chang said, “We are evolving the Einstein creative to show him interacting with the characters of his local community and to demonstrate the ways in which a smart meter can help Britain, from saving energy at home to helping the environment.”

Eoin Glaister, director at Stink Films, said, “When the opportunity arose to create a fish-out-of-water comedy starring a time-traveling celebrity physicist and his mate Darren, I jumped at the chance. It was my first time directing a Nobel prize winner. Fortunately, Albert Einstein was very patient and turned out to be a right hoot.”


Client: Smart Energy GB
Brand: Smart Energy GB
Campaign title: Gadget
Client name: Chris Taggart, Marketing Director
Creative Agency: AMV BBDO
CCO: Nick Hulley and Nadja Lossgott
Creative Director: Nick Hulley and Tim Riley
Creative Team: Jamie Chang and Rachel Tweedy
Designer: Richard Holgate
Agency Planning Team: Joe Smith and Mike Alhadeff
Agency Account Team: Tess Brisbane, Maddie Burnell, Ed Nash, Rhiannon Hughes and Jack Masters
Agency Producer: Tara Megson and Kate Mahon
Media Agency: MSIX & Partners
Production Company: Stink Films
Director: Eoin Glaister
Production Co. Producer: Sara Nouman
Edit: James Forbes Robertson at Trim
Post-production Company: No.8
Audio Post-production: Sam Robson at No.8

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