Ourselves rides off with Pure Electric European ad brief

ourselves pure electric

Pure Electric, the UK’s biggest e-scooter and e-bike brand and retailer, has appointed Ourselves for a major new advertising campaign after a three-way competitive pitch.

The pitch was run in-house, headed by Lucy Sutton, who is Pure Electric’s Head of Brand. 

The first work is set to break in September and will run in the UK, France, Spain and Belgium on digital and out-of-home.

Pure Electric brief

Ourselves won the brief with a creative strategy focused on empowering city dwellers to transform their everyday travel woes, showing how e-bikes and e-scooters are viable options for commuting.

Part of the approach will be to talk about a category which audiences often find complicated and overly technical, translating ‘specs’ into wins for future riders.

Lucy Sutton, Head of Brand at Pure Electric, said: “Ourselves demonstrated the excitement, expertise and skills we were looking for to deliver this significant project, and truly impressed us with their understanding of the purpose which drives Pure Electric.”

Steven Bennett-Day, Founder of Ourselves, said: “Pure’s mission is to help ignite a personal transport revolution with clever answers to real travel problems — empowering everyone to take control of their commute and have a positive impact on our planet. That’s the kind of brief we love.”

Pure Electric was founded by Adam Norris with the purpose of helping people get out of their cars and onto transport options which are more sustainable and well-suited to modern city living. Its first own-brand e-scooter launched in 2020, with e-bikes following in 2021. 

Its products are designed by the company’s Bristol-based engineering team, fed by rider insights from across Europe.

Customers can buy directly from the Pure Electric website, and the company also has a chain of showrooms across England, Wales and Scotland, where it sells and services its own products, as well as other brands.

It has built sustainability into every aspect of its operations, from its retail premises and logistics, to its new head office building, which is run 100% on renewable energy.