Bob the Builder's Net Zero Return Sparks Political Backlash

Bob the Builder has returned to screens for the first time in 15 years, appearing in an advertisement for energy company E.On that promotes the UK's Net Zero targets and green skills. The animated character, voiced by original actor Neil Morrissey, explains how he learned to fit solar panels, connect home batteries, and install low-carbon heating at a 'Net Zero training academy' to aid the switch to clean power.

However, the campaign has faced criticism from opposition politicians who argue it promotes "Net Zero propaganda." Reform UK chairman Lee Matthews described Bob the Builder as a "woke commissar of climate," claiming the advert is "flogging the same Net Zero propaganda that's sent energy bills through the roof." He stated that the country needs more builders, plumbers, and electricians to maintain energy supply rather than "Net Zero specialists."

Shadow Energy Secretary Andrew Bowie MP also criticized the advert, questioning if Bob the Builder could "fix Labour's energy policy." He asserted that families desire cheaper energy bills, not "Net Zero propaganda from cartoon characters." Bowie argued that shutting down North Sea production, while aiming for green jobs, would harm the oil and gas sector and impede the development of future green technology and worker training. He also suggested opening grid connections to competition and allowing businesses to fund their own connections, contrasting this with Labour's policy.

The E.On campaign aims to address a perceived shortage of green skills. According to research conducted by E.On Next with 250 members of the UK's energy workforce, over a third believe more people with green skills are needed to install solar panels and home batteries. The research also indicated that 89% of respondents agreed that increased investment and collaboration between government and industry are necessary, with upskilling the existing workforce considered as important as attracting new talent.

Helen Bradbury, Chief People Officer at E.On UK, stated that Bob the Builder has always inspired people to solve problems and build, qualities now needed for the UK's transition to clean power. She highlighted that investing in green skills and technologies like solar panels and batteries can help customers control their energy use and lower bills, citing a project in Coventry where households saved an average of £255 annually when a home battery was paired with a time-of-use tariff. E.On also noted that products like solar panels and batteries can reduce pressure on the energy network, improve security, and create jobs.

Viewers online had varied reactions, with some expressing surprise at Bob the Builder's British accent, despite the character originating from a British designer and being created in Manchester. The advert, which marks Bob the Builder's return to screens after a 15-year absence, was created to support the government's target of achieving clean power by 2030.