EDF's latest advertising campaign promotes its environmental credentials by recycling the ad itself.
The whole ad is made up of clips of archive footage showing things such as Thunderbirds, The Wombles, John F Kennedy and historical government information films on saving electricity.
Even the background music, called "It's Not Easy Being Green", is recycled from a 1970s episode of Sesame Street. The ad ends with the slogan: "Save today. Save tomorrow."
This is EDF's first full-scale ad campaign, covering television, print, radio and online, and it is also the first to highlight the company's new status as the sustainability partner of the 2012 London Olympics.
So, how does BrandIndex suggest the new ads have gone down?
Unfortunately, there is bad news for EDF. Before now, we've seen cases where brands have launched major ad campaigns and then seen them derailed by negative news stories.
Poor old EDF has been even more unfortunate.
Having launched its campaign, it was overshadowed by a negative news story affecting somebody else's brand. Two days before the ad debuted on 6 January, rival Npower announced it was increasing its prices by up to 27%.
Then, last week, EDF followed suit by raising its electric tariff by 7.9% and gas by 12.9%, with media speculation that all power firms would, eventually, raise their prices too.
The negative buzz about price rises completely drowned out any positive buzz around the EDF ad, but that doesn't mean all the news was bad.
A power company could, after all, improve its green credentials at the same time as raising prices.
Looking at the other scores on BrandIndex, there is a sliver of good news for EDF.
While the company's buzz fell seven points and its value stumbled, its "recommend to a friend" score rose from - 2 to +2.
YouGov interviews 2,000 people each weekday to form its BrandIndex, a daily measure of public perception of more than 1,100 consumer brands across 32 sectors.
It is measured on a seven-point profile:
2. General impression
7. Corporate reputation
In addition, we supply an index score.
This article was first published on Media Week