A new campaign for energy supplier British Gas aims to build a more emotional connection with audiences for the brand, with an affectionate glimpse into the daily lives of real people and their reliance on energy.
Directed by Simon Ratigan of HLA, the two executions focus on a bathroom (seen here) and a kitchen (below) and all the activity that takes place in them during a normal, busy day in the life of a family or couple. For example, in the bathroom ad we see everything that goes on in a busy family, from leg shaving, to spider removal, to kids fishing in the toilet, the dog being washed and someone taking a pregnancy test. In each ad, the frenetic activity is interrupted by an energy supply failure and everything comes to a stop -- at which point British Gas arrives promptly to fix the boiler or fuse box.
Taglined "Here to Solve," the campaign is created by Nucleus, the integrated WPP bespoke agency for Centrica, which owns British Gas and the integrates creative and strategic businesses of The&Partnership, MediaCom, WundermanThompson and BCW. The agency harnessed customer data to creatively inform the everyday occurrences that are portrayed within the spots.
The campaign also features real-life families and was filmed in genuine London homes.“Using genuine families was an absolute must," says Ratigan. "Having a real couple in the kitchen and mum, dad and the kids in the bathroom brought an energy and spontaneity to the scenes and helped keep everything real. Being comfortable with one another soon made them forget the camera and this comes across in their performances. The mother in the bathroom film proved to be an absolute gem. Not only was she happy to bath, shower and check for lumps half naked in a room full of men, she even agreed to scoop up a spider several times despite a severe phobia for the creatures."