How We Helped OVO Energy Tell People To ‘Get Mad!’
We helped OVO Energy with their ‘Power Your Life Differently’ campaign, featuring the licensing of the ‘Mad As Hell’ speech by Howard Beale played by Peter Finch
We’ve been working very hard on something that we feel passionate about and we’re excited to share it with you. There are some campaigns that are just fantastic to work on and leave us excited for the big reveal. For this campaign, that time has come. OVO Energy has just released their most provocative advertising campaign to date, encouraging people to power their lives with renewable energy.
The ‘Power Your Life Differently’ campaign leverages one of the finest speeches in cinematic history, the iconic ‘Mad as Hell’ speech by Howard Beale in Network played by Oscar winner Peter Finch. Mash that up with the head banging Slayer tune ‘Raining Blood’ and you have a brilliantly impactful campaign.
On social media, the feedback on the ‘Power Your Life Differently campaign was 93% positive and reached over 7 million people. It also went on to win a D&AD Wood Pencil award as well as being nominated for others from Marketing Week and Campaign. The ad garnered the response all clients and agencies dream of. OVO went from “talking to customers about their accounts to talking to them about changing the world”.
The campaign took OVO Energy to a new level. The TV ad placement really helped them establish themselves as a progressive energy company ready to change the world for the better rather than a small energy provider trying to go up against the big boys of the energy world.
If this doesn’t make you switch providers, we don’t know what will…
Licensing the ‘Mad As Hell’ Speech
It was our job to manage the licensing for the ‘Mad as Hell’ speech, both with the Rights Holders MGM and the Peter Finch estate.
We managed the entire process from start to finish, including negotiation of terms and the brand assurance process. The brand assurance process makes sure that the Rights Holders are happy with the creative being produced at every step of the way. It’s our job to make sure they are kept informed and regularly given updates so that they can have their say and give their consent. This is a big part of the licensing process and can be time consuming, by taking on that responsibility we make sure the process is smooth and efficient for both the Rights Holder and the creative agency.
This was the first major film campaign from new creative studio Uncommon London and it certainly highlighted their abilities. We look forward to working with them again in the future.
Here’s some of the fantastic feedback the campaign got:
Ad of the day: @OVOEnergy gives a middle finger to climate change deniers in first campaign by @uncommon_LDN https://t.co/IHMA1P6Ms6 pic.twitter.com/TgqWgIw0Cr
— Campaign (@Campaignmag) March 6, 2018
Slayer, that speech from Network. An ad that makes you actually take notice and wonder "who hell is this for!" Great work from @uncommon_LDN and great that @OVOEnergy made the choice to be bold rather than bland. https://t.co/MezgFxcxHH?
— James Turner (@jamvelo) March 5, 2018
#AdoftheDay: Uncommon's debut blends #ClimateChange denial with Slayer for @OVOEnergy https://t.co/uu5UvEClJy pic.twitter.com/8ZrIVLxo0Y
— The Drum (@TheDrum) March 5, 2018
Fantastic to see @uncommon_LDN come off the blocks with real momentum; big work for @OVOEnergy that’s properly punchy https://t.co/TZAi8zwVHo
— Claire Beale (@ClaireBeale) March 5, 2018
@OVOEnergy I just saw your new advert. For me, the best TV ad I've seen in a very long time. Bravo to whoever made it.
— Average Maker (@Average_Maker) March 4, 2018
Slayer + Network + Renewable energy. I love this spot @nilsleonard https://t.co/EEfcaLFTVs
— DNS BLM (@D_NS) March 5, 2018
Something to wake you up on a Monday morning from my colleagues in the Marketing team at @OVOEnergy
— Coralie Frost (@CoralieFrost) March 5, 2018
Slayer, 'Get Mad' speech from Network, and nods to recent climate change deniers. Bravo @SaraKeeg 👏
🤘https://t.co/4sB78zmnXH
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