Deborah Meaden shares business tips with Einstein in Smart Energy ads

In the latest campaign by AMV BBDO, the Dragons' Den investor brings her knowledge on how small businesses can control costs and stay on top of budgeting

By Creative Salon

Dragons' Den investor Deborah Meaden, one of Britain’s best-known entrepreneurs, is joining forces with Albert Einstein in a new campaign for Smart Energy GB to drive awareness of smart meters for small businesses.

Created by AMV BBDO, the humorous Inner Smarts campaign sees the duo swapping tips as leading figures in their respective fields. Einstein remains the expert in energy and smart meters, while Deborah brings the knowledge and expertise on how small businesses can control costs and stay on top of budgeting.

Each execution is based on a business insight from Deborah, such as the importance of getting the basics right and staying on top of business numbers. These insights have been woven into different business settings, such as a Mexican restaurant and a salon, so the pair can highlight the clear benefits smart meters bring to small businesses.

The integrated campaign lunching this week includes two 20” social videos, 30” radio ads, press and digital. The films, directed by Jim Owen through Red Studios, contain humorous moments such as Einstein miscalculating the hot sauce and, in another, setting off a massage chair, establishing a light-hearted relationship between him and Deborah.

Chris Taggart, Director of Marketing at Smart Energy GB said, “With ongoing financial pressures facing small business owners post covid, it’s never been more important to highlight how smart meters can help businesses stay on top of their energy budgets. We’re delighted to introduce the partnership of Albert Einstein and business legend Deborah Meaden, to raise awareness of this”.

AMV BBDO creative team Esin Huseyin and Davide Mauroni said, "We created the ultimate duo that we didn't know we needed. Showing how every microbusiness owner has a little Deborah Meaden in their head. We brought to life her real business inner smarts together in humorous working lunches and appointments with Einstein. And as unexpected pairings go, it was surprising just how well their on-screen chemistry translated”.


Client: Smart Energy GB

Brand: Smart Energy GB - Micro Business

Campaign title: Inner Smarts

Client: Chris Taggart, Phillippa Brown, Laura Trendall, Amy Gatt, Holly Whiting and Harvey Sandhu

Creative Agency: AMV BBDO

CCO: Nicholas Hulley and Nadja Lossgott

Creative Director: Yan Elliot

Creative Team: Esin Huseyin and Davide Mauroni

Agency Planning Team: Joe Smith and Mike Alhadeff

Agency Account Team: Rhiannon Hughes, Vicky Humphries and Jack Masters

Agency Producers: Zoe Robley, Sophie Alliott and Joe Sloane

Agency Designer: Rich Holgate

Media Agency: m/six

Production Company: Red Studios

Director: Jim Owen

Production Co. Producer: Michelle Kern

Edit: Jim Owen

Post-production Company: Creative Outpost

Sound studio: Creative Outpost

Audio Post-production: Creative Outpost

Photographer: Paul Calver

Photographer’s Agency: Making Pictures

Photographers Producer/Agent: Samantha Thompson

Stills Retoucher: Barry Craig

Albert Einstein: “Personality rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by BEN Group, Inc.”.

Licensing / Rights Clearance: Ben Group, Inc.

Licensing / Rights Clearance team: Sonia Bouadma, Brenda Conway and Giulia Castelli


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