Wallace and Gromit star in npower ads

The new ads, created by VCCP for npower are in 30 and 40-second formats and break on April 1st across national TV.

The characters are up to their usual inventive mischief in delivering npower's message. The duo soon learns a lesson in monitoring energy, as they curb their excessive consumption.

The ads are part of the energy supplier's smartpower campaign to help customers monitor and reduce energy consumption in the home with the offer of free smartpower electricity monitors when customers sign up to an online account.

Kevin Peake, marketing director at npower, commented: "We're all guilty of being like Wallace and Gromit wasting too much energy in the home, but we want to show that there are ways where we can help our customers save energy and money.

"Smartpower electricity monitors are a great tool for customers to quantify how they use energy in the home and Aardman's Wallace and Gromit really bring this message to life."

Sean Clarke, head of Aardman Rights, said: "Wallace and Gromit lend themselves perfectly to dispelling the myths around energy efficiency in the entertaining way they are famous for."