Denim Solar’s mandate to be dull

Riding around the lounge on a robo-vacuum, lolling in the garden supping through unfeasibly long straws, these are the actions of the interesting people who are chilled about their heat delivery systems 

Created by This Agency and directed by Andre Maat, through Holy Fools, the pleasingly oblique duo of spots, Vacuum and Garden, is part of Denim Solar’s 'Proud to Be Boring' platform and makes the point that you can enjoy the benefits of solar panels without giving a hoot about the tedious technical specs.

Maat commented: “What triggered me most as a director was [the idea of capturing] the art of doing nothing in an absurdist manner. I always imagined the woman like a cat riding on her vacuum robot through the apartment. Not sure if she’s just killing time, enjoying the subtle vibration or actually cleaning.”