Challenger brand People's Energy gets all sweary in debut campaign

An energy brand founded by a husband and wife from East Lothian, Scotland is aiming to tap into public anger at corporate wrongdoing in its (sort of) foul-mouthed debut campaign.

Created by Who Wot Why, the multi-channel campaign for People's Energy includes an online film featuring a series of people, hair frizzed up from rage and/or electricity, while a voiceover explains the key attraction of the brand: 75% of profits are returned to customers.

The company was founded last year by David Pike and Karin Sode, who told the BBC their aim was to "put trust back into the market".

Who Wot Why won the account in May without a pitch. The spot was written by Matt Gooden and Sean Thompson, and directed by Thompson – the founder of Who Wot Why – with the agency also acting as production company.

The brand said it attempted to launch the film as a paid ad on Facebook last week, but within 30 minutes received a message reading: "Your ad can’t use language prohibited by our ad policies, such as profanity, harassment or references to the person’s attributes."

The video is however available to view on the brand's Facebook page.

Thompson said: "This is a fantastic rule-breaking energy company founded by a husband and wife who want to give back 75% of profits to us the people. The work calls time on the fact we are being ripped off by corporate greedy gits. Enough’s enough."

The media planning and buying, handled by Yonder, will target online audiences based on the publications, journalists, and hashtags that they follow the most.

Video advertising is being bought on a contextual and topical basis, to show ads in relevant editorial around news stories of the "big six" energy suppliers. The campaign also includes outdoor, with locations chosen on the attitudinal and demographic make-up of the neighbourhood audience.

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