The Grim Llama wants you to think ahead a bit in new Ergon Energy campaign via Clems Brisbane
This weekend, Ergon Energy is launching a behaviour change campaign via Clemenger BBDO Brisbane, asking regional Queenslanders to think ahead a bit around electricity.
It features the Grim Llama, a memorable trigger designed to bring safety top of mind when people are near potential hazards.
So why a Llama? Well beyond being cuter than a basket full of puppies, Marianne Harvey, creative director at Clemenger BBDO Brisbane, explains that llamas are natural sentinels.
Says Harvey: “They’re used by sheep farmers to warn flocks of danger. Plus, those big, black eyes stare directly into your soul. 
How could you forget a look like that?”
Vanessa Brennan, managing director at Clemenger BBDO, said the campaign is about translating strong safety awareness into actual behaviour change.
Says Brennan: “People have seen the safety messages for years, they know what to do, but they still fail to think ahead around electricity. The team at Ergon worked closely with our team to push beyond what has been done before and develop a campaign that would make consumers not only take notice, but more importantly, remember to take care.”
Ergon Energy marketing manager, Samantha Schultz added that the Grim Llama is about reminding people in the moment, without resorting to fear.
Says Schultz: “It’s easy to turn off to a scare campaign, but if you see something funny and likeable, it immediately draws you in to the story we’re trying to tell.
“We’re very excited about the end result – the Grim Llama has great cut-through. I already see him in my mind’s eye whenever I’m working around the house.”
The TV campaign was crafted by Ryan Renshaw through Made by Kiosk, with help from Alt VFX, Cutting Edge and Brightling Sound.
Client: Ergon Energy
Ergon Energy Marketing Manager: Samantha Schultz
Ergon Energy Marketing Specialist: Roslynne Mitchell
Agency: Clemenger BBDO Brisbane
Creative Directors: Marianne Harvey & Cristian Staal
Art Director: Terry Whidborne
Copywriter: Christie Meehan
Brand Strategist: Gay Chinchen
Account Director: Lisa Nobes
Account Manager: Patrice Dodd
Account Coordinator: Alexandra Pavlos
Agency Producer: Imogen Dick
TV Production: Made by Kiosk
Director: Ryan Renshaw
Producer: Sara Taghaode
Post Production: Alt VFX
Offline Editor: Matt Bennett
Colourist: Christine Trodd
Flame Compositor: Karen Fabling
Post Producer: Marnie Ellis
Music Composer: Brightling Sound
Sound Production: Cutting Edge Brisbane
Sound Designer: Ross Batten
Sound Producer: Dani Wheelhouse
32 Comments
Buzzword bingo in that press release.
“It’s easy to turn off to a scare campaign, but if you see something funny and likeable, it immediately draws you in to the story we’re trying to tell.
Except they’re not funny nor likeable at all. Oh sure, they desperately want to be, but they’re not.
Because everyone knows:
In more recent years it has been discovered that single, unbred females make better and safer guardians. They also do not pose the risk of attempting copulation (hence smothering) or chasing the smaller livestock.
Somehow I think the natural sentinel qualities of Lamas will be lost on Joe average at home.
I like em. You get the message and they’re certainly memorable.
I think this singlehandedly proves that comedy is a very tough business and not everyone is cut out for writing or directing it.
Obviously some good drugs at the mid year party.
Made me laugh. Nice.
WHAT’S NOT TO LOVE.
It is growing on me. Wouldn’t mind the Grim Llama theme as my ringtone.
These are great!
So if the Grim Reaper is Death and a Lama is a sentinel… What is a Grim Lama?
Shouldn’t the Lama be the sentinel that tells you the Grim Reaper is coming?
I like the idea – get someone to redesign the sound though!
utter wank
ooooohhhhh I laughed heartily when I read the blurb, “This weekend, Ergon Energy is launching a behaviour change campaign via Clemenger BBDO Brisbane … It features the Grim Llama, a memorable trigger designed to bring safety top of mind”…..
… thinking this is going to be hilarious! What a great concept!
But I’m not sure what’s happened in the execution?????? If I can belly laugh at the concept why am I not rolling around on the ground watching the TVCs? Who got in the way of a great idea translating to a memorable campaign?
Great casting – I don’t think an Alpaca would’ve quite pulled it off.
Yes – it’s a bit out there, but for an important (albeit unsexy) message, it held my attention.
Had to google what the heck was the lama about , first of all we thought it was about the bloke looking like a lama then a lady looking like a lama.. Asked everyone what’s with the lama add , all we can think of is some idiot guy on speed making a commercial that means nothing to anyone…
Gives me faith in my abilities
The Allama Reaper
Yeah, tidy work.
Both my wife and I had no idea why anyone would put a Llama in an energy commercial. It made no sense to either of us, mind you we are not farmers or familure with sheep or Llama, or even cows.
Who ever thought this one up, may want to consider retirement, or a career change.
I didn’t get it, where’s the relevance? Huge advertising FAIL!,
just plain dumb! doesn’t get any message across. worst ad on tv. a shame because it is an important safety message to get across
It made me google the relevance. It got my attention more than some Pratt blah blahing at me. Good job.
This ad is truly awful. I had to watch it a few times to even work out what it was on about. I kept waiting for a “lightbulb” moment when I finally got it, but I realise that there’s nothing to get.
Worst ads ever! Was totally lost on me and just left me saying “what the?” After googling to find out the significance of the llama I’m still confused. Why is a sentinel dressed as grim reaper? Doesn’t make sense and the stare is just ridiculous and annoying.
So weird, its just plain boring, yet such an important message… Grim Llama?? really? Hope Ergon didn’t pay for that load of Llama crap
I agree with wolf the average Joe is NOT getting it I had to google it to understand the reason so I doubt most will get it. My hubby just thinks it’s dumb.
Worst and most stupid advertisement ever seen on TV. What the he’ll does a llama have to do with power? It just makes the add look like a total joke and personally I turn it off every single time it comes on.
A grim Lama is an unsmiling Buddhist monk.
You guys are mocking the freemasons and the knights templar..google lamb of god and compare your grim llama…you should research your symbols before doing stuff like this..
My 7 year old son is terrified of this ad. Every time he hears it come on he has to leave the room! I can’t imagine he is the only child frightened by this ad. I think the playlist time slot for it needs to be reconsidered or it should be taken off air. I grew up on a sheep farm in outback South Australia, as Aussie as you can get, and we NEVER used ‘llamas’ or ‘al pacas’ as I believe they are called here, to protect our flock. We had border collie sheep dogs!