Power of no

Our new 45s ‘power of no’ tv commercial was a fairly significant undertaking with over a hundred extras and production crew shooting in Wellington’s CBD on a chilly Saturday morning, with the All Blacks hibernating just around the corner in preparation for their first Bledisloe Cup match.

And given the creative context of a climate change march, many observers could have been forgiven for thinking it was the real deal.

Watch the ad

The commercial was shot by New York director Alan Bibby, who’s originally from Lower Hutt and only returned to Aotearoa due to Covid-19, making New York’s loss our gain.

The visual storyteller, who’s worked with artists such as Stevie Wonder, Arianna Grande, Pharrell, and Rihanna, and global brands including Audi, Lexus, Microsoft, Google, Sony, Nike, and Budweiser was thrilled to get to film something on home turf and for such a cause.

The commercial was shot with creative partner, Clemenger BBDO, who developed the central idea based on thorough consumer insight provided by TRA, EECA’s research partner.

“The ‘power of no’ message is all about us flipping the way people consider climate action”, says EECA’s Group Manager of Marketing and Communications, Jo Bye, “we’re really wanting New Zealanders to see that climate action doesn’t have to be a burden – that by letting go of things we don’t love doing anyway, we can make a positive contribution to our emissions, and climate change as a whole”.

We were thrilled to keep it local, working with some of Wellington’s great creative arts talent.

Behind the scenes.