TV campaign launched to encourage the nation to recycle their electricals

Media release, 22 March 2023

HypnoCat, purveyor of electrical recycling, arrives on the big screen. HypnoCat’s latest foray sees the Recycle Your Electricals campaign stepping up from a successful regional campaign using localised media to a nationwide TV advertising campaign.  Creative advertising agency, Truant London, have been working 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. You can watch the hypnotising advert here.

In the UK, we discard 155,000 tonnes of electricals every year, instead of reusing or recycling them. This creates e-waste, which not only poses a major threat to the environment and to human health, but when unwanted electricals are thrown in the bin we lose all the precious materials held within them. Recycling Your Electricals’s behaviour change campaign sets out to address this issue and stop people throwing their unwanted electricals in the bin and start recycling them.

Communicating this is no mean feat. The new advert which will debut on 22nd March across the ITV family and multiple Sky channels, supported by radio (Absolute & Heart), social and VOD.  For the advert to work it needs to not only tell people to stop binning and start recycling their electricals, but highlight the key electricals people don’t even think of as electricals, like toothbrushes and toys. The advert also needs to motivate people and give them a reason for doing it, by showcasing what they can be recycled into. And finally, tell people where they can find out more – all within 30 seconds. 

This year sees a step change in strategy, moving from successful regional campaigns using localised media across digital, radio and OOH, to a national campaign using TV as the primary medium. This will be the first time the whole nation will see an animated version of HypnoCat, their furry, hypnotic brand bright pink presenter, who will entice people to stop throwing small electricals in the bin and start recycling them. In the advert, HypnoCat explodes onto the screen delivering his mesmerising lyrics, all to a hypnotic catchy trance beat that you won’t be able to get out of your head.

The latest spot was directed by Chris Boyle through Private Island, who have brought HypnoCat’s world to life with artful 3D animation and music producers JOLT were selected to create a hypnotic trance track to carry the message of HypnoCat.

Scott Butler, Executive Director at Material Focus, leading the Recycle Your Electricals campaign: “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.”    

David Gamble, Truant London ECD and co-founder: “HypnoCat was born to solve a tricky behavioural problem. His sole purpose is to stop people from binning their electricals and start recycling them. He allows us to say very functional and direct messages in a fun and engaging way. His catchy trance track and mind-bending visuals are hard to ignore, while his repetitive lyrics are even harder to forget. Just ask my kids. They’ve been singing it for weeks. Apologies in advance, parents. But if everyone starts to recycle their unwanted electricals, we promise to make him stop.”

Charlie Lindsay and George Bartlett, Truant London Associate Creative Directors: “The idea was hypnosis by earworm. We wanted to make something so fun and memorable we’d have an army of people singing along and purrsuading humans everywhere to stop binning, and start recycling. And it’s already working. I’ve recycled my TV and there was nothing wrong with it.”



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Notes to Editors

Material Focus is a not-for-profit organisation whose goal is to stop the nation throwing away or hoarding all their old small electricals. Material Focus is delivering  the UK-wide Recycle Your Electricals campaign. The campaign is revealing the value hidden in electricals and is making it easier for us all to recycle and reuse the small electricals we no longer need by providing more recycling points as well as providing practical information on how households can reuse and recycle.

The campaign is funded by producers of electrical appliances which pays for a range of activities, including communications, behaviour change activities, increased recycling projects and research. Ultimately the aim is to support actions that will help the UK increase the levels of reuse and recycling of waste electricals.

Truant London is an advertising, media and music agency that unites the three disciplines to drive an unfair share of attention for brands and causes. Founder-run and wholly independent, its ‘progress through rebellion’ philosophy is found in the work it delivers for clients and in the way it runs its business. It’s also part of the reason Truant was awarded ‘Best Place to Work 2022’ by ad land bible, Campaign Magazine. Formed in 2011, current clients include: Pepsi, Pizza Express, Royal Caribbean International, Rockstar and GWI.

december 19 is an independent media planning and buying agency which places people at the heart of its business; staff, clients and partners #mediamadehuman. With significant experience across the media and marketing industry, d19 offers established brands an alternative to being lost within the large agency network model, as well as supporting exciting new challenger SMEs to grow through advertising. Formed in 2010, current clients include: Xero, Pizza Hut, GWI and Pol Roger.

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