Mr. W - Epuron

In 2007, renewable energy got a personality. Enter Mr. W, the unforgettable protagonist of Epuron’s award-winning commercial. Far from your typical corporate ad, this two-minute short film turns wind into a character - a mischievous, misunderstood figure whose gusts lift skirts, scatter sand, and tousle hair wherever he goes. Played by French actor Guillaume Delaunay, Mr. W embodies the disruptive yet vital force of wind energy, struggling to find acceptance in a world that doesn’t understand him… until Epuron steps in to harness his true potential.

Crafted by the German agency Nordpol Hamburg and directed by the collective The Vikings, the commercial strikes a delicate balance: it promotes renewable energy without ever feeling preachy. Commissioned in partnership with the German Ministry for the Environment, its mission was twofold - attract investors to Epuron and inspire the public to rethink wind energy - all while telling a compelling, human-centered story.

The gamble paid off. Mr. W swept major awards, including a Gold Lion at Cannes, Grand Prix at Eurobest, and multiple Clio Awards, earning global acclaim for its inventive approach. What makes the ad so memorable isn’t just the cinematic quality—it’s the way it transforms a technical topic into an emotionally resonant narrative. Wind, often invisible and abstract, finally has a relatable, charming face.

Mr. W reminds us that even the most powerful forces can be misunderstood—and that with the right guidance, they can change the world.