altEDF ENERGY is to be the first of London's top-tier sponsors to use the controversial Olympic 2012 logo in a television advert, it was announced today.

 

EDF is the first sustainability partner of the 2012 Olympic and Paralympic Games.

 

EDF Energy is reinforcing its commitment to environmental issues with the launch of a TV ad made entirely from recycled film clips. The campaign breaks on Sunday (January 6).

The ad, which has been created by Euro RSCG, is part of the energy company's first multi-media campaign.
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The advert will be aired simultaneously on ITV, Channel 4, Five and E4 at 7.45pm on Sunday evening and will also be supported by a print, radio and online campaign.
 
The execution uses clips that convey a green message including visuals of flood scenes, excerpts from a speech by John F Kennedy and a clip from a Government ad urging consumers to watch their meter.
 
It is set to the song "It's Not Easy Being Green", which was originally used in Sesame Street in 1970.
 
EDF Energy plan to use the inspiration of the 2012 Olympic Games to encourage people to improve their carbon footprints through its Green Lane campaign.
 
The first step was EDF Energy's 2012 Carbon Challenge, a consumer pledge to reduce their home energy carbon footprint by 15 per cent by 2012.
 
Eva Eisenchimmel, chief operating officer, customers branch at EDF Energy, said: "The advert aims to demonstrate EDF Energy's commitment to tackling climate change, as well as encourage UK households to take responibility for their own environmental actions."
 
Lloyds TSB, the first sponsor signed by London, has been using the logo extensively in its print advertising.