British Gas is flipping sporting stereotypes on their head in a new campaign showing prominent Team GB athletes performing in an attempt to save energy.
Developed by The&Partnership and OMD UK, the campaign features three notable Team GB and ParalympicsGB athletes; Tom Daley, Katarina Johnson-Thompson and Ellie Simmonds.
Showcased across TV, cinema, radio, press, digital, social, bus wraps and other high-impact out-of-home (OOH) across the UK, the 60-second ad is set to the track ‘Mr. Blue Sky’ by Electric Light Orchestra.
Beginning like a traditional, fast-paced, high-performance sports advert a voiceover states, ‘Timing is everything’, but the advert suddenly twists and shows the athletes propelling themselves into a different kind of race.
As they compete to confine themselves within the 11 am-to 4pm window – in which British Gas rewards its customers with half-price electricity due to renewable sources being more readily available – a buzz of activity follows.
The ad playfully subverts stereotypes, showing Tom Daley vacuuming in his swimming trunks, Ellie Simmonds repairing her trophy shelf with a power drill and Katarina Johnson-Thompson exercising in her slippers.
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The advert highlights the gas provider’s new energy-saving initiative, the PeakSave scheme, which rewards households for using energy outside of peak hours.
Supporting the campaign – rights and talent negotiated by sports marketing agency Fuse – with other initiatives like youth engagement programme ‘Get Set for Positive Energy’, which is designed to reach up to one million young people and families across the UK.
“Heading into winter with concerns towards energy bills still prevalent, times are still tough. But in the face of everything, data tells us that people want positivity more than ever,” said British Gas marketing director Andy Freeman.
“Seven in 10 British families agree ‘having a positive attitude’ is important to them, while three in four strongly welcome humour in advertising. It’s up to us to be front-footed and drive positive change in the category.
“And we’re doing just that with an innovative customer proposition, communicated in a bold, galvanising way. We wanted the creative work to make people not just think, but feel, we are changing energy for the better,” Freeman added.
the&Partnership creative directors commented; “We wanted this to be a real feel-good piece for British Gas, showing the nation how to achieve peak performance every Sunday.
“So who better to do that than some of Britain’s best-loved athletes? Who really brought their Olympian energy to everything from drilling to washing tiny trunks.”
Laura Fenton, CEO at OMD UK added, “We are incredibly proud to activate our first major brand campaign for British Gas since winning the business. It’s infectiously positive and full of unmissable media moments that come together to create a truly energising campaign.”
1 Comment. Leave new
Repulsive advert.