Family trades in pet dragon for ‘instantly better’ natural gas in new Jemena campaign

Jemena has released its new ‘Instantly Better’ Natural Gas campaign, featuring a family in the midst of switching their energy and heat provider from being their pet dragon, to natural gas.


The campaign by BWM Dentsu consists of a 60-second content piece, a 30-second TVC and three 15-second advertisements.

Asheen Naidu, executive creative director of BWM Dentsu, Sydney, said: “To elevate the role and meaning of Natural Gas from an everyday utility to an enabler of instant connection, we played around with some truly absurd ways to create energy. Obviously, that led us to a fire-breathing dragon.

“Director Tim Bullock and his team did a great job of bringing the campaign to life in a lovable and memorable way. But the biggest credit has to go to our brave client. Seriously, how many clients would let you put a dragon in their ad?” he said.

The 30-second TVC opens with the husband stating, “Up until recently we didn’t have natural gas, we used a dragon”.

The ad then features the couple listing the ways in which the dragon provided inefficient and unpredictable instant heat, resulting in burnt dinner and a rubber duck catching fire.

The ‘Instantly Better’ campaign finishes with the husband telling Scorch the dragon to “Watch and learn”.

A 60-second content piece is set to roll out across cinemas, bus wraps, digital and radio advertisements. The content piece features a couple listing how their pet dragon Scorch is “Not so different from having a cat or dog really”, reiterating the benefits of Natural Gas.

The three shorter 15-second advertisements highlight the ways in which Natural Gas is better than Scorchy, by providing “Instantly Better Cooking”, “Instantly Better Heating” and “Instantly Better Hot Water”.

Kate Hawke, marketing and customer communications manager of Jemena, said: “The biggest challenge for Natural Gas is that it’s invisible, so we needed something stand-out to bring it to life and remind people that Natural Gas is a great fuel.

“We know that 70% of customers are more likely to switch to Natural Gas at the time of a major event. By creating a character like Scorchy, we are hoping to build stronger brand-recognition amongst potential customers so when events such as moving house or renovating do occur, Natural Gas is front of mind,” she said.

The TVCs all end with “Natural Gas is instantly better”.


  • Client: Jemena
  • Marketing & Customer Communications Manager: Kate Hawke
  • Marketing & Communications Advisor: Ailie Thomas
  • Marketing & Channel Development Manager: Peter Keli
  • Agency: BWM Dentsu
  • Group Chief Creative Officer: Rob Belgiovane
  • Executive Creative Director: Asheen Naidu
  • Senior Copywriter: Jol Temple
  • Senior Art Director: Kevin Reece
  • Chief Strategy Officer: Jamie MacKay
  • Executive Planning Director: Karl Bates
  • Managing Director: Alex Carr
  • Group Account Director: Gemma ap Geraint
  • Onscreen Producer: Emma Durlacher
  • Print Producer: Simon Holdaway
  • Production Company: Scoundrel
  • Director: Tim Bullock
  • Executive Producer: Adrian Shapiro
  • Editor: Adam Wills
  • Colourist: Ben Eagleton
  • Visual Effects Post Production: Blockhead
  • Audio Post Production: Tone Aston, Rumble Studio
  • Photography: Freeway Reps
  • Photographer: Andreas Bommert
  • Producer: Grant Navin
  • Retouching: Mark Sterne

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