EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... SMART ENERGY GB.
The original Smart Energy GB tube ad
Smart Energy GB is the national campaign to promote the use of smart energy meters in homes across the UK. I can't say that I've come across any of their marketing campaigns, other than their current one which uses the characters Gaz and Leccy - which represent gas and electricity, obviously.
The ad lets Gaz and Leccy provide the humour while the text used is fairly to the point, explaining how a smart meter can help keep track of energy usage. The two sentences, however, don't seem to particularly link together and when read together they are quite clunky. They have clearly tried to make the text as simple as possible, but they've done so to a point that it reads awkwardly.
In my re-working of the ad I've tried to keep the simplicity of the language while tidying up the sentences so that they flow better together. The phrase 'Don't waste your energy' adds immediacy to the ad, while the addition of 'easiest' helps make it clearer to the audience what the point of a smart meter actually is.
My reworked Smart Energy GB tube ad.