Norwegian EV charging company Zaptec has launched a humorous new brand campaign, designed to strengthen awareness and highlight the cultural shift to electric vehicles (EV).
Bringing its message to life is traditional petrol and anti-EV driver “Mr Gaztec”, who aims to capture the subtle shift in status from the internal combustion engine to the “calm confidence of the plug”.
Mr Gaztec shows how although once a symbol of freedom, the petrol car now represents inconvenience, such as the sense of dependency on refuelling at a forecourt, while EV owners enjoy the “quiet satisfaction of charging at home”, it said.
Unlike typical industry messaging, which normally focused solely on technology, Zaptec’s new campaign brings Europe’s cultural energy crisis to the forefront, it added.
The campaign seeks to connect emotionally with audiences while underscoring a wider cultural shift. It reveals electric mobility is “no longer a futuristic vision”, it said, but an established part of modern life, turning the act of “filling up” at home into a new kind of everyday luxury.
The initiative marks the company’s transition from a challenger to an established leader in electric vehicle charging, highlighting quality as the cornerstones of its brand.
Through a mix of humour and confidence, it reflects the company’s belief that “the future of mobility depends on relationships built on trust”.
The European rollout covers markets including Norway, Sweden, Denmark, the UK, France, Germany, Switzerland, and the Benelux region.
Launching from late 2025 and continuing into 2026, the campaign forms a central part of Zaptec’s long-term strategy to strengthen its position as Europe’s preferred EV charging brand.
Kurt Østrem, CEO at Zaptec, said:
“Zaptec has grown rapidly over the past years, and this campaign marks a new phase for us.
“We’ve proven our innovation. Now we’re showing who we are as a brand built to last, one that partners can trust for the long run.”
“Our ambition is to become the natural first choice for EV charging in Europe. We don’t just build chargers; we build partnerships that make the transition to electric mobility simpler, smarter, and more sustainable.”
Discover more about “Mr Gaztec’s” new mission here.
