National Grid has launched a campaign aimed at raising awareness of the "Great Grid Upgrade", an undertaking described as “the largest overhaul of the UK electricity grid in generations”.
The ad seeks to start a national conversation around the need for the upgrade, as well as highlight National Grid’s commitment to clean and renewable energy as part of its efforts to decarbonise the UK electricity grid.
The campaign centres on a humorous 40-second hero film, which follows a lorry carrying a giant power plug across the country. A series of people going about their everyday lives stop in their tracks in amazement as it drives by.
In the last few moments of the spot, the power plug finally arrives at the coast, where an offshore wind farm is seen in the distance. When the plug is pushed into a giant power socket, the lights go on in nearby towns and villages.
M&C Saatchi was appointed to National Grid’s creative account in April 2023, following a five-way pitch.
See more work by M&C Saatchi Group here.
It’s incredible to have the opportunity to raise awareness that National Grid is connecting the UK to clean energy, through the most significant upgrade in decades. This memorable campaign is designed to grab the attention of the nation, with striking icons at its core that really bring the message to life.
"This work is all about getting the nation behind The Great Grid Upgrade, and inviting those who are interested to find out more about it. Everyone takes electricity for granted, so we wanted to create a distinctive campaign that put energy at its heart. What better way to do that than to use a ubiquitous, everyday object like a plug – but on a much bigger scale?”
