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British Gas Humorously Gets to the Heart of Home Improvement

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Integrated campaign from nucleus comedically brings the impact of an old boiler to life

British Gas Humorously Gets to the Heart of Home Improvement

British Gas this week launches a new campaign that positions boilers at the heart of home improvement. Even amidst the cost-of-living crisis, investing in home improvement remains important for many households. Yet, despite adding significant value to your home, reducing your energy bills and lowering your carbon emissions, adding a new boiler is often not considered.

In the work ​​developed by nucleus, the integrated agency group responsible for all British Gas communications, the impact of an old boiler is comedically brought to life with a bang, as we see it crash into a beautifully designed family home with the ensuing oily horror.

Executed across TV, VOD, online video and social, the work delivers against a strategy to target home renovators and show that a new boiler goes hand-in-hand with home upgrades. The campaign repositions boilers away from a distress purchase towards something that’s as valued as the more visual elements of home improvement and even more impactful on everyday life.

Andy Freeman, marketing director at British Gas, said: “With the increased cost of living, the energy wastage of an inefficient boiler is even more front of mind. Upgrading to a new one has the potential to reduce annual energy bills by up to 21% and makes family home life much more comfortable – especially if it’s done before the old one goes completely bust, like when upgrading your kitchen or bathroom. Our campaign brings this all to life in a fun and no-nonsense way.”

Toby Allen, executive creative director at nucleus, said: ​​“If you’re spending time and savings on your dream kitchen or bathroom, why let an inefficient boiler spoil it? We wanted to get that message across in the most explosive way possible, juxtaposing a pristine new kitchen and bathroom with the metaphorical chaos of a rusty old boiler.”

The initial kitchen edit will be followed up by a second execution set in the bathroom and campaign spikes are planned for each variant in all channels around key bank holidays throughout the summer, tapping into key DIY moments for the British public.

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British Gas

Marketing Director: Andy Freeman

Senior Marketing Manager: Ethan Mroz-Davis

Marketing Manager: Jade Troth

Performance Marketing Manager: Anastasia Skilari

nucleus creative team

Executive Creative Director: Toby Allen

Creative team: Matthew Moreland and Chris Clarke

UK Business Lead: Jason Andrews

UK Strategy Lead: Oli Watersone

Senior Strategist: Olly Owen

Account Director: Lucy Iron

Account Manager: Azna Fall

Head of Integrated Production: Charles Crisp

Senior Producer: Francis Castelli

Creative Producer: Elly Knott

Production Assistant: Alyshia Vaughan

Head of Design: Dan Howarth

Designer: Ben Fry

Animator: Alex Dempsey

nucleus PR team

UK PR lead: Lee Waite

PR Associate Director: Gabi Hunt

PR Associate Director: Mindy Gold

PR Account Director: Catriona Lammas

PR Account Director: Florence Christie

PR Senior Account Manager: Zoe Kusnierz

PR Account Manager: Abigail Foran

PR Account Exec: Franc Sobczak

PR Account Exec: Benjamin Stahlberg

nucleus media team

Business Director: Clare Bailey

Senior Associate Director: Kinzah Raffat

UK Media Digital Director: Sam Lincoln

Digital Partner: Amy Humphrey

Media Account Director: Poppy Mitchell

Digital Account Director: Sanjay Appan

Media Social Account manager: Vangelis Pouriki

Senior Search Associate Director: Marta Garcia

Paid Search Account Manager: Georgia Bloomberg


Production Company: East Photographic

Director: Rick Guest

1st Assistant Director: Mark McPadden

Director of Photography: Tony May

Senior Producer: Candy Field


Editing: The Whitehouse

Offline Editor: Sam Gunn

Head of Production: Amanda Jenkins

Post Production

Post Production: Alumina

Flame Artiste: Sunhil Rao


Grading: Youngster

Colourist: Seamus O’Kane

Colour Producer: Helen Stanley


Sound Design: Big Bhoy Sound

Sound Design and Mix: Nick Olsouzidis

Audio Producer: Andrew Salem


Music Publisher: Wise Music

Categories: Gas, Utilities

The&Partnership, Tue, 17 May 2022 15:04:36 GMT