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Energy Commercials From Germany

Renewable energy, electric mobility, efficient buildings and appliances are the future. In Germany, that vision of the future is not only deeply rooted in public opinion, but also official policy – labeled the “Energiewende.” Owning a piece of that future today is thus a really good sales pitch, especially when half of all Germans think that the “Energiewende” is going too slow!

During the past decade, renewable energy and energy efficiency have grown into a mass market over here in Germany. Growing demand leads to a growing variety of products, which leads to more competition. This development is good and desirable, as well as the source of some very cool commercials. So here are some of these cool internet and TV commercials I came across (the first one is in English, the rest are just in German, but I think you get the picture):

Varta Storage — Engion Family

A customizable Li-ion battery based home energy storage and management system.


KFW Bank – Energy Efficient Building & Renovation

This ad promotes low-interest credit for energy-efficient buildings & refurbishments. The family fell in love with an old building from the 1930s, but it was obvious to them that they had to do something about the energy demand. That obvious something appears to be insulation, new windows, new heating system,… and a solar PV system. The spot ends with the wife saying, “I think our house has good energy”.

IBC Solar – Solstore

Another commercial for a home energy storage & management system. It starts with the man saying, “I like IBC Solar because it’s the smartest solar power in my opinion.”

“Finally solar power is storable. Now it’s possible to use solar power around the clock.”

“Declare your independence from rising electricity rates.”

Schwäbisch Hall – Financing

This spot is for low-interest loans for energy efficiency & production measures in general. “You don’t buy a solar system for your carport or your home. You buy the respect of your children, your grandchildren and the environment.”

 R+V Bank (Cooperative) – Insurance

This is a quite an extensive film for the renewable energy insurance business by the R+V cooperatative banking group. It starts off with some general talking points about the relevance of the energy transition, the decentralized nature of renewable energy, and the importance of good insurance. It then showcases the owners of several kinds of projects and the R+V employees who consulted them. At first, there’s a family that built a solar power & heating system on the roof of their home. The second one shows a farmer who operates a biogas plant that produces electricity and heat for the local hospital, the public pool, and the R+V bank subsidiary. It’s followed by a biomass heat & power station owned by a municipality and a local wind operator. At the end, they visit an offshore wind farm — you get the picture.

Deutsche Bahn (German Railways)

This is the closest thing to greenwashing, but it’s really cute and well done. It was created by Deutsche Bahn to promote their increased use of renewable electricity. The boy says to his father, “Daddy, you said that you are doing something for the environment…”

He then wonders what his father meant by that. Does he do something for the trees? Does he clean up the air? Does he rescue the polar bears? Does he rescue the whales?

Finally the father says, “No, I do something for you,” and shows his Deutsche Bahn card.

“Now everyone can do something for the next generation.”

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is a close observer of the scientific, political and economic energy debate in Germany and around the globe. Inspired by the life's work of the renewable energy advocate Hermann Scheer, Thomas focuses on spreading information that showcase the possibilities & opportunities of a 100% renewable energy system. Though technology is key for this energy shift, he also looks at the socio-economic benefits and the political, as well as structural barriers.


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