INfluencia: the tone of humor chosen to communicate an imposed figure on green gas?
Jerome Chambin : we have been collaborating with Rosa Paris on these questions of green gas for 7 years, the first phase consisted of bringing out the production of this green gas among farmers. We have always chosen the path of a very offbeat tone to now appeal to the general public.
At a time when energy suppliers communicate a lot and all the time, we said to ourselves that we had to succeed IN attracting attention. Humor is what works best for talking about serious things without taking yourself seriously. The scenario proposed by Rosa Paris, the participation of Jamel Debbouze convinced us, the magic we experienced, it happened during the filming…
Delphine Drutel : over all these years, we have learned with our client all the potential that green gas represents for the future of the energy transition… There is quite little room for discourse on green gas even though it is an energy absolutely amazing that is made from agricultural and organic waste. It has 1000 virtues beyond being a local renewable green energy, because it creates jobs, supplements farmers’ income, and also supplies communities. But the choice was made to go electric… So we have to fight, to impose ourselves.
IN. : and then gas is associated with bad memories…
D.DRr. : it’s true, natural gas is still very much associated with the importation of gas from Russia, with domestic accidents, with your grandparents’ gas cooker, with the end of the explosion… This speech is all the more important because it is about emerging.
IN. : it’s a spectacular film, very funny, and at the same time educational, why this choice?
D.Dr.: the heart of the brief was to win the battle for attention. So from the start we thought in terms of advertising with a strong ambassador. However, it turns out that today those who inspire the French the most are comedians. Which is quite logical given the palpable anxiety. Jamel Debbouze is a very great professional, very demanding, who participates, found out what green gas was before saying yes. A hard worker, he spent three hours after the day with Gilles (Fichteberg) to improve the lines, find the best jokes… So for us, it was essential to play the blockbuster, with a great comedian and a great director Traktor.
IN. : who other than Jamel…
D.Dr. : his style is unique, he is unanimous among all generations, he is a very human man, he turned out to be very concerned and willing to offer punchlines, make game suggestions. I think that the we feel this alignment, this state of grace which was at the heart of the filming…
IN. : so you parachute him…
D.Dr. : yes, the idea is to tell the French, “take the plunge”, like Jamel does. There is an emergency for the climate, green gas is a very interesting option, moreover its director in the film “Do it for the nation”. A way of telling the French that decarbonization is not an option, but a priority without causing anxiety to the public… The humor of the spot, Jamel’s charisma, his inimitable style adored by the French…
IN. : how to encourage people to use green gas when everyone only talks about green energy, wind turbines, and solar panels…
J.Ch. : green gas is 10 to 15 years behind green electricity. As for gas, it has a rather good image, even if it is a fossil energy. Beyond that, it is absolutely necessary for the gas to become green, so as not to emit CO2. The desire today is to impose itself. We have installed 700 methane digesters in France, the power of two nuclear power plants.
This work done with Rosa Paris over the last six years consists of emphasizing our capacity to produce this green gas, about which it is time to speak to the general public and to assure them loud and clear that it exists, and is accessible. We are taking the plunge like… Jamel… (laughs).
IN. : you also mention the hope that this campaign brings…
D.Dr. : this notion of hope is essential. Our advertising profession is criticized. Make people understand that there is hope, that green gas can create jobs, that it can create wealth. So this film really aims to arouse curiosity and action.
IN. : what does an average customer who heats with gas do to obtain green gas?
J.Ch. : It’s very simple, there is no need to change the boiler. All gas suppliers have green gas offers… then they communicate more or less. One thing is certain, everyone can benefit from a share of green gas by asking their supplier, the latter does not require any change, it coexists with the gas, it is the same molecule. On the other hand, if it is slightly more expensive, it is also completely clean. This spot and the rest of the system is a strong way of speaking to professionals so that they have this “green gas” reflex, which today very little exists….
IN. : pedagogy is therefore essential despite the humorous tone…
J.Ch.: yes, absolutely. We had to be educational without abandoning our humor. The 3 minutes, the version for social networks, is intended to buzz… A 45-second 45-second is also on the program, as well as 30, 20, and 15-second pellets. It is certain that today, those who ask to use these solutions without risk for the planet are still too few. It’s up to us to get them on board because if today’s consumers do it out of commitment, then it will be a question of responsibility. An obligation so to speak…
IN. : what does green gas consumption represent today?
J.Ch. : the road is long. 5% of gas consumption in France was green gas in 2020. We will be at 20% in 2038. 2038 may seem very far away, but for energy companies, it is really very fast. Today, the key date is 2050. The ambition is to have carbon-neutral energies in 2050, and we know that it is perfectly possible to supply 100% of our gas needs with green gas. It’s up to us to create excitement among people. We invested a lot in this film. We believe in it a lot, and hope that it will have the success it deserves.
D.Dr. : one thing is clear, we experience this partnership as a mission, this content is there for a cause supported by the green gas sector. This is what is important to understand with this campaign.
A 45 seconds has also been provided in the device. Effective.
