We go faster with the power of wind - Ad Analysis
AI Editor notes
Straight from the gut!!
“This is a classic corporate reputation play, but it’s done well. Using a sprinter to symbolize speed and power is a smart, if slightly predictable, creative shortcut. The black-and-white-with-a-splash-of-green aesthetic is slick and modern. My only question is who this is really for. It feels less like an ad for consumers and more like a flex for investors, policymakers, and industry peers. It's solid, just not groundbreaking.”
Quick Summary
By metaphorically linking the record-breaking speed of an elite athlete to the power of its wind turbines, EDP effectively positions itself not just as an energy company, but as a dynamic, fast-moving leader accelerating the global transition to green energy.
Executive Summary
EDP’s 'We go faster with the power of wind' is a polished and strategically sound piece of brand communication that uses a powerful, easily understood metaphor to convey its leadership in the renewable energy sector. By moving the conversation away from the typical corporate jargon of sustainability reports and into the visceral, high-performance world of athletics, EDP makes its mission feel dynamic and urgent. The core creative idea is to equate human peak performance with the power and efficiency of wind energy.
The ad’s execution follows a classic narrative structure: Setup, Turn, and Payoff. The Setup (0:00-0:13) establishes the key players and the stakes. We see Melissa Jefferson, an Olympic gold medalist, in a stark, powerful setting—a wind farm. The on-screen text identifies her and her 'Personal Best,' immediately framing this as a high-performance challenge. The Turn (0:14-0:25) is the race itself. The ad masterfully intercuts Jefferson’s explosive sprint with shots of the giant turbines spinning in unison. The editing is fast-paced, driven by percussive sound design that builds tension. This section visually fuses the two sources of power—human and natural—making them feel like part of the same system. The use of a running timer is a clever device that grounds the ad in the familiar language of sports, making the abstract concept of 'energy' feel tangible and competitive. The Payoff (0:26-0:41) delivers the strategic message. Jefferson beats her record, proving the thesis. The camera pulls back, and the tagline 'We go faster with the power of wind' appears, explicitly connecting her achievement to the brand's purpose. The final cards, 'EDP is leading the energy transition' and 'We Choose Earth,' cement the ad's function as a corporate mission statement.
The debrief for the team behind this ad would be positive. They successfully translated a complex corporate goal—leading the energy transition—into a simple, compelling visual story. The choice of black-and-white cinematography with a selective use of green is a strong branding choice, creating a premium feel that is both modern and memorable. The key lesson is the power of a strong central metaphor. Instead of just telling us they are leaders, EDP showed us what leadership and speed look like, creating a far more impactful and lasting impression.
Theme Keywords
Brand Position
The dynamic, innovative force accelerating the world's transition to clean energy.
Brand Archetype
The Hero
Creative Game Plan
Dramatize EDP's leadership in wind energy by creating a powerful visual metaphor that equates its power with the peak performance of a world-class athlete. [3, 9]
Diagnosis: Issues & Solutions
Primary Issue: Emotional Connection
The Problem:
The ad is visually impressive but emotionally cool. We admire Melissa Jefferson's athleticism as a spectator would, but we don't feel connected to her journey or, by extension, the brand's mission. It's a demonstration of power, not a story that invites empathy.
The Solution:
Incorporate a brief, authentic moment of humanization. A snippet of voice-over from Jefferson about her drive, or even just the raw sound of her exertion and triumphant shout at the end, would add a layer of relatability and make the brand's mission feel more personal.
Secondary Issue: Strategic Sense
The Problem:
The link between an athlete 'going faster' and a utility 'leading the energy transition' is a slight conceptual leap. Viewers understand the metaphor for power, but the specific benefit of 'speed' in the context of the energy transition could be clearer.
The Solution:
A minor tweak to the main tagline could bridge this gap. Something like 'Accelerating the future. We go faster with the power of wind' would make the strategic intent more explicit without over-explaining the concept.
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