Electricity Powers Freedom in E.ON's Latest Film

Petrol-heads might well convert to volt-heads thanks to a new campaign from E.ON, which goes full throttle with a dramatic film in which everything - from the cars to the cameras used to capture the action - is electric.

To change perceptions around electric vehicles and highlight E.ON’s fast-charging points, which are soon set to arrive in the UK, global marketing services network Engine assembled a line-up of cars that most viewers would assume run on petrol - including a massive monster truck, a 210mph motorbike and a 1967 AC Cobra - to take part in a desert race.

In the resulting film, shot by Outsider's Scott Lyon, the fleet of cars certainly looks, and sounds, like bona fide gas-guzzlers - but as they zoom past a filling station, it's revealed that they are all, in fact, converted or new-concept electric vehicles which run entirely on volts. 

Not only that, but the entire production of the film was run off electricity too, from the cameras to the tracking vehicles and drones. In a clever twist, the team even managed to replicate the roar of the engines using electric guitars. A behind-the-scenes video, below, lets viewers delve deeper into the production process.

Entitled Freedom is Electric, this is the second branded film that Engine has created for E.ON - the first, Tomorrow is.on, was released earlier this year and featured a solar-powered collaboration between E.ON and virtual animated band Gorilla.

“By bringing together these amazing vehicles and their equally passionate and inspiring owners we wanted to help people to reconsider what they think they know about motoring, how they view energy and what they think about E.ON and its moves to be a force for change in the energy industry," explains Anthony Ainsworth, global head of marketing at E.ON. "We use the phrase ‘un-utility’ as we don’t want to be the boring, predictable energy company of the past. This film is about bringing that to life and showing that energy is something you can really engage with and it genuinely adds value to your lives.”

The film is supported by a trilogy of shorter content pieces, Meet the Voltheads, below, which introduce three of the vehicle owners and their stories.