Special’s Trump video scores 1m views

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Special Group and Kevin Denholm corralled a bunch of cute Kiwi youngsters, popped hideous Donald Trump wigs on them, and put them in front of a camera in an attempt to show us that not all power is the same.

The result is the first piece of work for Powershop out of Special Group since the agency won a pitch at the start of the year.

The Powershop campaign has created headlines across the world – clocking up up 1,000,000+ views on Facebook and Youtube in just two days. It’s also been picked up by every major news site in NZ, Australia, USA, and the UK.

“Most people don’t like their power company,” Special Group creative partner Tony Bradbourne said. “Powershop is different and their customer satisfaction ratings of 90% plus since launch is proof of this.

“They are a power company people love.”

The video features six toddlers quoting some of Donald Trump’s outrageous lines. The six are dressed in orange wigs reminiscent of Trump’s “own” head of hair, which has made headlines of its own over the years.

Powershop ceo Ari Sargent said: “At Powershop we like to put the power back into customers hands – pun intended – to help them make wise decisions about their energy usage and cost.

“This is a stark contrast to Mr Trump, who likes to abuse his power and influence to promote his prehistoric views about minority groups of society. Our video parodies Mr Trump by projecting his own words through the mouths of loveable toddlers to highlight what a big baboon he is.”

The video’s satirical style is one that Powershop fans are familiar with, following a string of advertising campaigns which have featured various power figures, including previous UK Prime Minister Margaret Thatcher, past US President Richard Nixon and Chinese leader Mao Zedong.

Powershop launched in Wellington in 2009 after identifying that power retailers weren’t delivering great customer experiences. The company created a shopping experience for electricity that was easy and fun and provided the tools people needed to better understand power usage and costs.

“Powershop has achieved rapid growth, expanding into the Australian and UK markets since its inception,” Sargent said.

Special Group creative partner Tony Bradbourne said: “It’s a simple message. In a world where power companies hold all the power, Powershop are the guys who challenged old fashioned industry norm to give power back to consumers. They changed how consumers feel about their power company. We wanted to get that over in a way people would love.”


Client: Powershop NZ
Creative agency: Special Group
Media: MBM
PR & Social Media Amplification: Poem
Production: Exposure
Director: Kevin Denholm
Photography: Steve Boniface

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