OgilvyOne London today (November 16th) launches a brand new nationwide DRTV campaign for British Gas.
The animated ad, which promotes the HomeCare boiler repair offer, is entitled “John’s Story” and is aimed at risk-averse consumers for whom not having British Gas’ service seems too much of a “gamble”.
HomeCare costs from just £13 a month and includes parts, labour, call-outs and an annual service.
The ad – which takes a “customer testimonial” approach – was written by James Sexton and art-directed by Matt Williams, with Colin Nimick as creative director. The campaign will run for four weeks and consists of 30 and 10 second executions (click on the link above to see the longer version).
The film features well-known and much-loved elements from previous British Gas ads: the “Planet Home” campaign idea, music (“The Universal”) by rock band Blur and a voice over from actor Timothy Spall; but adds a narrator, voiced by hot young TV star Jonas Armstrong (The Street, Robin Hood).
Colin Nimick, executive creative director at OgilvyOne London says: “We think this is one of the very best pieces of DRTV we’ve ever created for our British Gas clients. Emergency boiler repairs can cost hundreds or even thousands of pounds – money that few of us can afford, especially in the current economic climate. But the offer of peace of mind for as little as £13 a month is a huge hook for even the most cautious of consumers.”
Rick Vlemmiks, British Gas’ marketing director, adds: “This ad really helps those consumers who haven’t previously considered a contract to understand how British Gas can help them to look after their world and provides a compelling demonstration of the benefits of HomeCare.”
