The animation begins in moonlight with a few mice playing in a field whilst fireflies buzz overhead. Suddenly the ground begins to shake and the sound of a machine can be heard. All of a sudden, a pneumatic drill bursts through the ground and a mole dressed in mining gear pops up. The voiceover says "Energizer - a more intelligent use of energy
Philosophy
This campaign, inspired by the art of Michael Sowa, illustrates this "intelligent" use of energy by using examples of various animals. The creatures are going about their everyday activities but in a way that makes the best use of their energy. In this commercial, the mole is tunnelling as he would normally, but is using a pneumatic drill.
Problem
Battery advertising has traditionally concentrated upon the message of "lasting longer" and this is now largely ignored by consumers. Because this product uses the precise amount of energy for every appliance in which it is used, it can be said to use energy intelligently.