‘Purrfect’ electricals recycle TV campaign has made its debut

Purveyor of electrical recycling, HypnoCat has been brough to TV screens across the UK in a bid to encourage people to recycle their old, unused, or broken electrical devices.

Announced last week, Truant London, a creative advertising agency, have partnered with Recycle Your Electricals to put an end to the UK and the world’s fastest growing waste stream, unwanted electricals, by launching their brand messenger HypnoCat into a fully animated TV advertising campaign.

Recent research uncovered by Material Focus, an organisation dedicated to bringing an end to electricals being mindlessly thrown away, shows in the UK people discard 155,000 tonnes of electricals every year, instead of re-using or recycling them. As a result of this, e-waste is created which not only poses a major threat to the environment, but precious materials are lost to landfill.

The advert, directed by Chris Boyle, will be broadcast across the ITV family and multiple Sky channels, supported by Absolute and Heart Radio stations.

As well as informing people that failing to recycle their electricals has harrowing environmental repercussions, the animation highlights the types of objects people are aimlessly throwing away without a second thought, such as, toothbrushes and toys and showcases what new types of objects can be created. 

This year has experienced a shift in strategy as campaigns were originally broadcast across social media and radio, but this is the first time HypnoCat will appear on TV – the campaign making it to the big screen highlights the topics great importance.

Scott Butler, Executive Director at Material Focus, leading the Recycle Your Electricals campaign, said: ‘We are throwing away some of the most precious materials on the planet when unwanted electricals get binned. And this has to stop, now. 

‘We want everyone to know that they should never bin and should always recycle their electricals.  Love or loathe him, HypnoCat is broadcasting on UK radio and TV screens with a mission to stop people in their tracks and to compel them to start recycling.

‘He is bright pink, proud, loud and mesmerising. My kids and even Wally the dog have already been seduced by HypnoCat. For me he is the purrfect ambassador for our campaign. I challenge you to watch him and not end up reciting the whole thing for days after.’

Image: Roberto Sorin