Natural gas consumer melts in first Jemena campaign via CHE Proximity

Natural gas company Jemena has launched a campaign that shows the effect of fire on people’s social connections, culinary exploits and relaxation, via CHE Proximity.

The first TVC shows a woman so relaxed by the warmth of her natural gas heater that she begins to melt into her couch. Her pet dog then begins to lick her melted remains.

A second spot shows a man slowly morph into a master chef as he cooks on a gas stove.

Jemena marketing and brand manager, Kate Hawke, said in a statement: “We wanted to create something truly unique about the end benefits and enjoyment of natural gas. We’ve step outside our comfort zone and taken a new approach, and we’re very happy with the end result.”

CHE Proximity Sydney executive creative director, Wes Hawes, said: “The data and research showed us that natural gas and fire have a profound effect on people. To show this creatively, we employed the traditional advertising formula of product demos, using a fire pit, cook top and fire place. Once you watch them, you’ll get it.”

The third spot shows a group of people start to cuddle in front of an outdoor fire, with their arms stretching to join the embrace.

The ads were directed by FInch’s Benji Weinstein.

Weinstein stated: “When Wes and the CHE team told me they were looking for a natural gas comedy specialist, I knew fate had brought us back together. The moment the creatives said ‘The dog then licks his melted owner’, I went to the airport and got a flight to Sydney. It was a pleasure to be part of a campaign for a brave client, that also reflects the creative ambition at CHE.”

The visual effects and post production was done by Nakatomi.

The campaign will also be executed across radio, OOH, digital and social media.


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