Powershop portrays rivals as ‘greedy and plain old evil’ Darth Vadar
Online electricity retailer Powershop is aiming to make its mark in Victoria through a billboard campaign which compares its competitors to Star Wars’ evil tyrant Darth Vadar.
The company, which launched in February, described itself as a “small angry outsider” that wanted to portray rivals as “greedy, underhand and plain old evil”.
Despite the “mischievous” nature of the campaign, head of sales and marketing Jamie Driver said it was also “deadly serious in its mission to end the complacency that is costing Victorian power consumers millions every year”.
Er, this is a bit clever but I’m not sure it’s going to work. For one, I wouldn’t want my brand on billboards with the words ‘evil electricity company’. Beware the power of subliminal association! And for another, I wouldn’t want my logo used to visually represent the face of an evil enterprise…!
Edit…”evil power company”.
This category is a serial offender for bad meaningless advertising take for example the continual annoyingly silly dross tossed up by Energy Australia or the bland self congratulatory yawns of Origin or AGL. By comparison this little crew have at least got a point to what they have done which to me suggests that they have more of an idea about what they are doing than the larger agencies handling the competition.