"Circuit Breaker"

12 March 2025

83s

Birthday boy.

In 1924, Schneider Electric introduced the Miniature Circuit Breaker for home use. A century and change later, the brand thought its device deserved a treat: an animated commercial directed by Smith & Foulkes, who somehow, some way, make viewers invested in a circuit breaker that lives in a cupboard. Yes, we're as, erm, shocked as you are.

The anthropomorphic gadget has always been there for a family that’s seen more than its fair share of power cuts. A lot of these are caused by the son who races slot cars as a child, plays electric guitar as a teenager, and uses every kitchen appliance to cook dinner for his girlfriend as a grown-up. It pushes the leccy to its limits, but the little circuit breaker that could always comes through.

Brands love to make themselves a part of the family and Schneider Electric are no exception. What makes this execution stand out is Smith & Foulkes’s characterful visuals and Alex Baranowski's playful soundtrack that helps the ad move at a fair clip. We love how the circuit breaker sheds a tear and… well, you can guess the rest.

Global

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