The Great Grid Upgrade

National Grid has unveiled a major new campaign to drive awareness of The Great Grid Upgrade, the largest overhaul of the UK electricity grid in generations. The campaign, which includes a new 40-second film, was developed in partnership with M&C Saatchi UK.

This latest campaign burst aims to drive greater awareness of The Great Grid Upgrade and the benefits it will bring to the whole country, as well as showcase National Grid’s commitment to enabling a clean and affordable energy future, as it decarbonises the UK grid.

The Great Grid Upgrade will carry more clean, secure energy from where it’s generated – like out in the North Sea by wind turbines – to where its needed most by UK homes and businesses, boosting energy security, affordability and helping the nation become more self-sufficient.

It seeks to engage with a broad audience, creating a national conversation around the need to upgrade the grid, inviting viewers to visit NationalGrid.com to find out more about The Great Grid Upgrade and the positive impact it will have.

A humorous film sees a giant power plug being transported across the country on a lorry, with a series of people looking on at the strange sight in amazement before it arrives at the coast where an offshore windfarm can be seen in the distance. When the plug is pushed into a huge power socket, we cut to a pylon and get the sense of the newly connected clean energy powering up towns and villages as far as the eye can see, symbolising how National Grid is connecting the whole country to cleaner, more affordable sources of energy.