Off Peak, 1979

ESB advertisement encouraging consumers to use electricity during ‘off peak’ hours in order to conserve energy.

Narrated footage explains when there is a scarcity of other fuel types, it leads to a rise in the demand for electricity. ESB power stations can cope with normal demand but not a sudden increase of people switching on.

Advertisement describes how electricity generation works and encourages economical use of electricity particularly at the peak times; 11-1 and 5-7; when it is in greatest demand.

This was the first advertisement in the ‘Off Peak’ series. The advertisement was created to encourage ESB customers to conserve energy, in the wake of the 1979 oil crisis. The price of oil more than doubled and once again, long lines appeared at petrol stations as they had during the 1973 oil crisis, which resulted in a greater dependence on electricity.

Concludes with the slogan ‘use electricity wisely, because we all depend on it.’

Duration: 00:00:30

Advertising agency: O’Keeffe’s Advertising