Australian Gas wants consumers to rethink their favourite season
Australian Gas Networks is encouraging consumers to ‘love winter’ and relax in front of a gas-heated fire.
The three television campaigns ‘Cooking with Gas’, ‘Nup’ and ‘House’, which have been created by CHE Proximity, aim to bring authentic and relatable winter scenarios to life.
The ‘Nup’ 30-second ad features a woman during the season of ‘nup’ as she stays at home in front of her gas fire with a glass of wine in her tracksuit as she says “no” to going out and going on a date.
“When the weather is the worst, you are allowed to put yourself first,” the ad says.
‘House Pants’ features a man coming home, cranking the heater and “holding no shame” as he puts his house pants on and eats chips on the couch while staying warm.
‘Cooking with Gas’ depicts a father cooking sausages wrapped in ham as he encourages others to “love winter”.
Chris Hewson, acting marketing manager at Australian Gas Networks, said the company wanted a change from traditional regional and functional messaging.
“We really wanted to flip this functional convention on its head and drive desire for Natural Gas through emotion when it’s most applicable, in winter.”
Glen Dickson, group creative director at CHE Proximity, added: “Typically, Aussies yearn for beach and BBQ weather, but with this campaign Aussies might rethink their favourite season.”
The campaign will roll out across TV, out-of-home, cinema and radio.
Credits:
- Agency: CHE Proximity
- CCO: Ant White
- COO: Andrew Drougas
- Group Creative Director: Glen Dickson
- Creative Directors: Joe Hill / Garret Fitzgerald
- Head of Chep Films: Julie Duff
- Senior Broadcast Producer: Jenny Livingston
- Sound: Matt Thompson
- Head of Craft: Matt Allpass
- Designer: Callum McGregor
- Client Partner: Bryce Coombe
- Senior Account Director: Tom Blackburn
- Senior Account Manager: Hanna Scott
- Account Executive: Kyle Gradidge
- Senior Operations Manager: Pravina Kumar
- Production Company: Finch
- Director: Jae Morrsion
- Exec Producer: Corey Esse
- Producer: Kate Merrin
- DOP: Matt Toll
- Prod Designer: Patrick Bennet
- Editor: Jo Scott @ The Butchery
- Flame / Online: Jon Holmes
- Colourist: Marty Greer
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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How disingenuous can you get! They have been shipping gas off overseas and completely *ripping*off* local customers. Those customer have consequently turned off from using their exorbitantly priced product. Simple market forces in play here.I cancelled my gas service after they put the base connection fee up by 15% The idiot (gas helpdesk) on the phone tried to sell me solar panels. I told him to get stuffed. Fluffy advertising WON’T fix the bill shock when those customers receive their bills. They will only play the advertised “emotional games” once until they discover that they can wear jackets and jumpers inside for free. Yet another fail for the d*ckheads in the feedback chamber of the advertising industry.
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It’s a real shame ‘Ripped Off’ didn’t check the facts.
Australian Gas Networks is an infrastructure business… gas prices are actually dropping. It’s the retailers aka Origin Energy and the likes that are driving the price increase. Your rant is like blaming VISA for ANZ charging to use an ATM.
Now pipe down, and enjoy the bloody good script writing.
Good work CHE & AGN.
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