The debate surrounding climate change has become a divisive issue. As activists and deniers battle it out on the world stage, advertisers are beginning to use the public concern of a possible environmental catastrophe to their advantage.
Last month, OVO Energy, the UK’s largest independent renewable energy supplier released a powerful ad campaign – a one-minute long video about climate change and their solution to the ever-growing problem that global society faces.
The video clip features a mass of electrical goods sprawled across a beach with commentary from mainstream media reporters denying that climate change exists, accompanied by a dramatised soundtrack in the background.
But perhaps the most effective and provocative part of the advert was their decision to include an excerpt from 1976 film ‘The Network’ – which infuriated news broadcaster Howard Beale rants about his views on mass media, contrived news reporting and a decaying society.
I don’t want you to protest. I don’t want you to riot — I don’t want you to write to your congressman, because I wouldn’t know what to tell you to write. All I know is that first you’ve got to get mad. So, I want you to get up now. I want all of you to get up out of your chairs. I want you to get up right now and go to the window. Open it, and stick your head out, and yell: I’M AS MAD AS HELL, AND I’M NOT GOING TO TAKE THIS ANYMORE!
This particular quote is ranked at #19 in the American Film Institute’s list of the top 100 movie quotations in cinema. The advert is rounded off with another call to action that reads ‘It’s time to power your life differently. Switch to 100% renewable energy from OVO’.
Here’s the original clip from Howard Beale’s final speech in 1976 film The Network: