Mega's first Belgian TV ad had household appliances riot against overpriced electricity

Launch Mega, a market disruptor offering savings of up to 700 euros a year, in its first ever TV campaign.

Let the appliances themselves revolt against being fed over-priced electricity, causing anarchy in the home until the owner switches.

Comedic director Fred deLoof of HAMLET shot a spot in which shavers, vacuum cleaners, toasters, cookers and fans riot in favour of switching to Mega. The team wanted it completely live action rather than post-production VFX, with a fire-breathing gas basin, a toast-shooting toaster and a vomiting hoover, delivered with humour and a dose of horror.

The LBB report, published as the spot went on air across Belgium, gives no switching or sales results. DDB Brussels creative director Kwint De Meyer said the script's tone appealed to the team immediately.

In November 2020 energy provider Mega, which aimed to disrupt a market where consumers tend not to question their bill, launched its first TV campaign, created by DDB Belgium and directed by HAMLET's Fred deLoof. It promised savings of up to 700 euros a year.

In the ad, the electronics in a household decide they have had enough of being fed over-priced electricity and riot. DDB Brussels said it wanted physical effects shot in camera, from a fire-breathing gas basin to a toast-shooting toaster, rather than VFX added later. deLoof said it was fun to make films like this when the client 'wasn't blocked by fear' and trusted the director and creatives.

Appliances revolting is a visual shorthand for a bill nobody checks.

Real in-camera effects make the absurd scenes feel physical.

A first-ever TV campaign from a challenger can afford a loud tone.

In a category people ignore, personifying the thing being overcharged makes inertia feel absurd.

The report gives no results beyond the spot airing across Belgium.