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ESB lead the way on road to low carbon future

TBWA\Dublin take us back in time to see ESB’s vision for the future

ESB turned the switch on a new campaign to raise awareness of the role of electricity in realising a clean energy future. The 60 second TVC reminds viewers of the role that electricity has played in improving Irish life since ESB’s foundation over 90 years ago.

Beginning at Ardnacrusha in 1927, viewers move through the decades with the help of a real ESB network technician — Enda Wickham — as he scales an electricity pole, with electricity’s positive effect on Irish life reflected in the accompanying scenes.

Shot around Ireland over 4 days, the cinematic TVC is directed by Rocket Science’s Ian Power and features a cover of Van Morrisson’s track, ‘Bright Side of the Road’ by Simon Cullen & Sorca McGrath of  the RTÉ Choice Music Award winning band ‘Ships’.

The ad was developed by TBWA\Dublin and Paula Kelly, Head of Account Management says, “It was a pleasure to work on such an iconic Irish brand and we’re really proud of the final result. ESB have been responsible for some of the best of Irish advertising over the years, and we wanted to do that legacy justice while adding to it in our own way.”

The campaign will run across TV, OOH, Radio, Cinema, VOD, Digital, Native Content, Social, Owned Media and One on One.


ESB Team:
Head of Corporate Affairs: Bernadine Maloney
Corporation Reputation Manager: Bevin Cody
Corporate Brand Manager: Margaret Kelleher
TBWA\Dublin Team:
Art Director: Paul Arthurs
Copywriter: James Groarke
Creative Director: Des Creedon
Head of Account Management: Paula Kelly
Senior Producer: Alexandra Cullen
Producer: Ana Baena Sanchez
Director: Ian Power
Production Co: Rocket Science
Producers: Eoghan Ryan/ Helen Hayden
Editor: Rob Hegarty
VFX: Andy Clarke
Post Production House: Outer Limits
Sound: Raygun
VO: Bob Kelly

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