For GP Batteries, we created a character-led advertising campaign to bring their ReCyko+ Pro rechargeable battery system to life — blending technical credibility with warmth, charm and humour.
At the heart of the campaign was a bespoke 3D animated robot, designed around the form of the ReCyko+ Pro AA battery charger itself, with a subtle nod to classic cinematic robots. Friendly, expressive and instantly likeable, the robot never spoke — instead conveying emotion entirely through a digital face and carefully crafted animation.
Despite its silence, the character connected instantly with audiences, allowing the product benefits to be communicated in a simple, human way.
To narrate the hero advert, we worked with Robert Llewellyn, best known as Kryten in Red Dwarf.
Beyond the cultural recognition, Robert was a perfect fit for the brand. As the host of the hugely respected YouTube channel Everything Electric (known at the time as Fully Charged), his long-standing advocacy for renewable technology and sustainable energy aligned naturally with GP’s rechargeable ethos.
His voice brought warmth, trust and intelligence to the campaign, reinforcing the product’s environmental and practical benefits without ever feeling preachy.
Following the launch of the hero TV advert, we developed a longer 60-second Christmas film for YouTube. Set on the day after Christmas, the story centres on a child’s toy that has already run out of power. The GP robot quietly arrives, replaces the batteries, and saves the moment.
The closing line captured the product promise perfectly: “This Christmas, choose a battery that will last all year… for many years.”
Audience feedback on the Christmas film was exceptionally positive, with the animation described as sweet, charming and memorable — proof that even a utilitarian product can create genuine emotional connection when treated with care.
To support international markets, we adapted the original advert for Eastern Europe and Hong Kong, ensuring the creative translated effectively across regions. We also produced out-of-home artwork for Hong Kong buses, bringing the GP robot into the real world at scale.
The campaign was then extended with short ‘Did you know?’ social videos, optimised for Facebook and designed to quickly communicate key benefits in a highly shareable format.
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