Uncle Tobys is comparing the amount of energy found in its oats, to the power required to generate electricity for homes, in its latest piece of work.
The campaign, which builds on the idea of fuelling yourself, is based on the notion Uncle Tobys Oats have created the same amount of energy as seven wind turbines or the energy required to light up 140,000 homes over the past year.
Describing oats as a ‘power plant’, the ad goes on to ask consumers what they would do with the amount of energy found in oats, before showing people using the ‘natural’ fuel for activities such as swimming, running and surfing.
The brand has also released two shorter ads, the first for its ‘Quick Oats’ featuring young people quickly ‘fuelling up’ before heading to the pool.
A second ad promotes the traditional oats, with a young woman and man completing everyday activities after eating porridge.
The latest work is a step away from last year’s approach, Uncle Tobys’ ‘Energy Feeds your Passion’ campaign, which tried to connect with audiences by showing real stories of people with unique passions.
McCann is the brand’s agency of record.