Bord Gáis Energy, which supplies energy to over 730,000 residential and business customers across Ireland, has launched a new advertising campaign titled “Need More Zenergy? Think Smart.” The campaign encourages consumers to switch to a SMART plan for greater convenience and savings.

The ad, which marks the first collaboration between Bord Gáis Energy and creative agency The Brill Building, features an elderly woman at a job center, interviewing for a new role. When asked about her previous experience, she explains that she worked as a relationship counselor for 43 years and has “seen it all.” The spot then flashes back to some of her sessions, where participants argue over household issues like laundry schedules and EV charging at home. However, it turns out she lost many of her clients because Bord Gáis Energy’s Smart plans are helping to “save their relationships and their money.”

The ad concludes with the tagline “Need More Zenergy? Think Smart.”

Meadhbh Quinn, Head of Marketing at Bord Gáis Energy, explained in a press release that “zenergy” represents “that feeling of less stress and more control.” She emphasized that their Smart plans empower consumers by offering choice and control, aligning with the company’s commitment to transforming energy usage and behavior.

The campaign spans multiple channels, including TV, VOD, OOH, radio, display, social media, and PR.