Paramount and E.ON Next launch branded content series starring Tim Peake to inspire smarter energy use

Paramount International Advertising and E.ON Next today announce a powerful new branded content partnership fronted by British astronaut Tim Peake (Secrets of Our Universe with Tim Peake). Launching on Monday 1^st September Off Peak with Tim Peake is a cross-platform campaign designed to inspire viewers to embrace smarter energy habits.

Created to help raise awareness of the UK-first ‘time of use’ electricity tariff created for the mass market, Next Smart Saver, and encourage more sustainable energy use, the new social-first series for 5 explores how nature can inspire positive change in the way viewers approach their energy usage. Each 5-7 minute episode - Earth, Ocean and Atmosphere - invites the audience to consider the natural world as a blueprint for energy efficiency, demonstrating how ecosystems store, transfer, and regenerate power with purpose.

Against the backdrop of Brackenwood Lodge, an eco-conscious home in Epping Forest, Tim delivers an evocative narrative blending science, nature and cinematic visuals before encouraging viewers to visit E.ON Next’s website for complementary content offering practical tips to save energy.

Off Peak with Tim Peake will be made available in weekly instalments on 5’s YouTube channel, with 30-second cut-downs airing across 5’s linear and social channels to drive discovery.

Lee Sears, President International Advertising and Brand Studio, Paramount Global said: “Off Peak with Tim Peake is a fantastic example of how we help brands explore meaningful themes through impactful creative partnerships. Tim is hugely popular with 5’s viewers and brings a unique perspective that we know captures their attention. We’re really proud of this collaboration with E.ON Next - it reflects our focus on connecting brands with standout talent and storytelling, amplified by the reach and flexibility of Paramount’s platforms.”

Julian Lennertz, Chief Commercial Officer, E.ON Next said: “Through Off Peak with Tim Peake we want to show people that small shifts in our energy use can make a world of difference. We all want lower energy bills and two thirds (65%) of people in the UK want to get to net zero by 2050*. But the energy debate is no longer green versus cheap. Through our Next Smart Saver tariff we can help our customers to take control of their energy use and their bills. Tim brings knowledge, authenticity and star power, and by taking note from the natural world around us shares the difference we can make to our planet by becoming more conscious of our energy use.”

The branded content partnership is the result of collaboration between Paramount International Advertising, E.ON Next and media agency Mediaplus UK. Sky Media initiated the client relationship. The series was conceived and produced by Paramount Brand Studio - Paramount International Advertising’s in-house creative team.

Mandy Arora, Business Director at Mediaplus UK, said: “Our behavioural insights showed the importance of reaching customers who are often less receptive to energy-saving tips, and doing so in a way that informs while entertaining. 5 provides the ideal platform to achieve that, bringing this vital message to new audiences. We’re proud to use our strategic media planning expertise to support E.ON Next’s customers on their energy-saving journey.”

Paramount International Advertising recently announced it has brought all creative brand partnership and sponsorship opportunities in-house across the full UK portfolio, including 5, Paramount+, Pluto TV and iconic brands like MTV, Comedy Central and Nickelodeon.