Agency: Escape Partners
Laddish young men are being encouraged to join the energy revolution in a new cheeky viral from Greenpeace.
Different scenarios are shown with light shining of out of bums, ending with the strapline, “Until the sun shines out of your arse, use an energy efficient lightbulb instead.”
It is the first time that the organisation has targeted a “lads mag” audience of males aged 16 to 24, who may not be receptive to usual Greenpeace messages.
In a bid to appeal to them, the voiceover features Martin Freeman, star of ‘The Office’ and ‘The Hitchhiker’s Guide to the Galaxy’.
Greenpeace Head of Creative Development, Martin Atkin, said, “Humour is a great way of engaging younger audiences. By taking a light-hearted approach to a serious issue like the need to save energy we can reach the generation who really will make a difference in tackling climate change.
“It has been hard for us to get the message across that there are simple things that people can do to effect climate change and this viral is an example of this.”
The 45-second film will is being aimed at the UK and other English-speaking markets including the US, Canada, Australia and New Zealand.