The national campaign running in the UK to inform people about the new smart meters, The Campaign for a Smarter Britain, continues with a new advert, featuring Albert Einstein.

The spot features the physicist in his bathtub, using an Instagram filter and saying that it’s very impressive as he already has five likes. He then adds that the national energy system gets no likes from him, mentioning the lack of digitization. He explains that the reason he’s in the tub telling this is due to smart meters, which will help make the system more efficient, and help Britain use greener energy.

The advert ends with the voiceover saying “Smart Meters – Join the Quiet Revolution”.

The UK government-backed campaign for a smarter Britain debuted in 2019 and has several other adverts. In one of them, several kids are shown daydreaming about their wishes, which include living in a world “where we still have polar bears,” living in a world where “we can breathe cleaner air,” and where ‘we use more sustainable energy”.

Smart meters are the new generation of gas and electricity meters coming with an in-home display screen that shows you exactly how much energy you’re using in pounds and pence, in near real time, how much energy was used in the last hour, week, and month (and what it cost), whether your electricity use is high, medium or low and will give updates in almost real time for electricity and every half hour for gas. Installed by energy suppliers in every household in England, Scotland, and Wales, they will bring an end to estimated bills, since they show a digital meter reading and automatically send the reading to your energy supplier at least once a month. Everyone will be offered the opportunity to upgrade to a smart meter by their energy supplier. Smart meters will be provided and fitted by your energy supplier, along with a handheld in-home display, at no extra cost.