- HOME
- FOR CLIENTS
- FOR FREELANCERS
- LOGIN
BLOG
New user? Create account
Inner Smarts - Smart Energy | Clapboard Ad Archive
Inner Smarts from Smart Energy, launched in the United Kingdom in 2023 and conceived by AMV BBDO, is an integrated campaign designed to make the practical benefits of smart meters resonant for the nation’s small businesses, using a playful combination of authority and accessibility. The creative idea hinges on the dynamic pairing of Dragon’s Den investor and business icon Deborah Meaden with the instantly recognizable persona of Albert Einstein, each representing complementary spheres of expertise — Meaden for business basics and financial management, Einstein for technical mastery of energy and smart metering. This campaign leverages what Clapboard’s taxonomy defines as FORMAT#8—Ongoing Characters or Celebrities, utilizing the recurring presence of both figures across multiple executions to build recall and trust. Set within the familiar backdrops of everyday enterprises like a Mexican restaurant and a salon, each film uses humor and grounded business insights to showcase how smart meters can demystify energy usage and give small business owners tighter control over their budgeting. The scenarios — from Einstein misjudging hot sauce to inadvertently activating a massage chair — inject wit and warmth, ensuring technical messages about energy control and cost management are delivered in a manner that is both memorable and approachable. The multi-channel rollout spans 20-second social videos, 30-second radio spots, as well as press and digital assets, reinforcing the campaign’s central mandate: show small enterprises how adopting smart meters is a straightforward, essential move to get the basics right and keep business numbers in check. By eschewing complex jargon and spotlighting the day-to-day realities of budgeting, the campaign positions Smart Energy within the public service and public utility sector as a problem-solver and champion for SME financial health and operational efficiency, with AMV BBDO’s creative stewardship ensuring the strategy lands with both personality and authority. Clapboard rates this 61/100. At a time when energy management is becoming a core business competency, this campaign matters because it models how bridging celebrity trust with relatable insights can cut through, even on technical topics, in a highly competitive market.
The Inner Smarts campaign for Smart Energy, developed by AMV BBDO and launched in the UK in October 2023, aims to promote awareness of smart meters specifically among small businesses by emphasizing greater control over energy usage and budgeting. The brand proposition centers on smart meters as practical tools that enable small business owners to monitor and manage their energy consumption more effectively, ultimately supporting better financial oversight and cost control. The campaign’s market strategy leverages the dual expertise of Deborah Meaden, a respected entrepreneur known for her business acumen, and a caricatured Albert Einstein representing scientific authority on energy. This pairing creates an accessible and relatable dialogue that connects energy management with everyday business challenges, using humor to make the technical benefits of smart meters more engaging. The ads are grounded in authentic business insights from Deborah Meaden, such as the importance of mastering basic financial principles, which are then illustrated through familiar small business settings—a Mexican restaurant and a salon. This targeted creative approach aims to resonate with small business owners by reflecting their operational realities and showcasing how smart meters can address common budgeting concerns. The integrated execution spans social video, radio, press, and digital media, utilizing light-hearted scenarios that humanize the benefits of smart meters without overwhelming viewers with technical details. By combining expert credibility with humorous storytelling tied to small business pain points, the campaign seeks to increase understanding and drive adoption of smart meters, positioning Smart Energy as an enabler of smarter energy and cost management for smaller enterprises.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. The 'Inner Smarts' campaign most closely fits the Ongoing Characters or Celebrities format. The campaign centers on the recurring duo of Deborah Meaden, a well-known UK business celebrity, and Albert Einstein, whose persona embodies energy expertise. The creative premise rests on their dynamic as consistent, recognizable figures swapping business and energy tips in assorted business settings. The product role is expressed through their interaction and expertise, leveraging the celebrities’ credibility and distinct personalities rather than through direct demonstration, narrative resolution, or problem-heavy storytelling. The humorous interplay and repeated character pairing build brand recall and engagement for Smart Energy, aligning strongly with the ongoing celebrity format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats