Indonesia’s Ministry for Energy and Mineral Resources has released a new TV campaign as part of its ‘Indonesia is Energy Independent’ (Indonesia Mandiri Energi). The animated TV spot reveals a common tension in public campaigns of this type. The government often needs to fulfil its political priorities to communicate its achievements as well as work to bring individual behaviour and social change. This TV campaign is ambitious in attempting to do all of this in one advertisement. We think it will struggle to reach its many audiences with the varied messages and would recommend a more targeted and integrated strategy.