Life is On - Schneider Electric | Clapboard Ad Archive
Life Is On by Schneider Electric, devised by BETC and launched in France in 2014, is a digital campaign that redefined how the electronics and technology sector could communicate the transformative power of home automation, using a wildly imaginative narrative to animate an otherwise utilitarian category. Set in an empty home, the spot introduces raccoons who inadvertently trigger a frenzy of dazzling lights and infectious music—the direct result of Schneider Electric’s latest switches, sensors, and home control devices being activated—culminating in a surreal, irresistibly energetic raccoon dance party. Rather than relying on direct product demonstration or dwelling on security or utility tropes common to the category, the campaign embraces what Clapboard’s taxonomy classifies as FORMAT#9—Symbolize the Benefit, converting Schneider Electric’s technology into a metaphor for vitality, dynamism, and the unseen life running through smart homes. The anthropomorphized raccoons act as stand-ins for the human users who can, with the brand’s technology, imbue their interiors with responsiveness and personality—even when the space is unoccupied—making a compelling case for how the brand moves the category away from passive infrastructure and toward something playfully interactive. Visually, BETC leverages high-impact VFX and sharp choreography to dramatisize a house that feels less like a shell and more like a living, ever-responsive environment, introducing French audiences to a new image of home electrification that is youthful, unexpected, and highly sharable. The campaign balances entertainment and information, showcasing the versatility of Schneider Electric’s solutions while acknowledging the importance of localized product offers across markets. With over 3.8 million views, the work achieved rare digital cut-through for a functional sector, leveraging shareable humor, strong lifestyle cues, and eye-catching visuals to command the attention of both tech-savvy consumers and the wider, aspirational market. Clapboard rates this 76/100. Life Is On matters because it proves that even in a utility-driven category, emotional storytelling and cultural playfulness can unlock brand preference when technologies are visually and conceptually amplified beyond their function.
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