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First Utility has launched a TV campaign to challenge the "big six" energy companies by highlighting how much money consumers can save by switching their provider. Upstart created the activity, which describes how people hunt for the best-value deals in the supermarket or drive further for cheaper petrol yet do not always consider how much they could save by switching energy supplier. According to an Ipsos Mori poll, only 14 per cent of UK households changed provider in 2012. The work was created by Paul Wilmot and directed by Lalli Jonsson through Upstart Films and Generator Films.