Natural Gas proves 'Instantly Better' in latest campaign for Jemena via BWM Dentsu, Sydney

Screen Shot 2017-03-23 at 2.39.09 pm.jpgWinter is coming and Jemena is capturing the attention and imaginations of NSW residents with a quirky, creative campaign from BWM Dentsu to assure how Natural Gas makes home comforts 'Instantly Better'.

Comprising one 30-second and three 15 second-TVCs, the campaign features Scorchy the Dragon who drives home the benefits of Natural Gas for precision cooking, and instant, controllable hot water and heating by literally jolting people from the everyday tasks of preparing a meal, bathing and keeping warm. These are accompanied by an unbranded 60-second content piece for cinema, out-of-home advertising and bus wraps, digital and radio content.

Says Kate Hawke, marketing and customer communications manager of Jemena: "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 per cent 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."

The imaginative commercial was produced through a blend of innovative visual effects, animation and live-action camera work.

Says Asheen Naidu, executive creative director of BWM Dentsu, Sydney: "To elevate the role and meaning of Natural Gas from an every-day 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?"

Jemena distributes Natural Gas to more than 1.3 million homes and businesses across New South Wales.

Jemena's Natural Gas campaign featuring Scorchy the Dragon - named off the back of an internal competition - will first air on Sunday, 26 March and run through to August, 2017.

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 


T Bone said:

Great ad! Funny Funny and nice to see some actual acting. Understated is increasing hard to get through. Nice job.

T Bone said:

Love this! It's funny and understated which made me actually want to watch a gas commercial.

Yawn said:


Liked it said:

I like it, I can't remember who it's for already. But i I like it.

Huck the faters said:

I love this. More clients doing great work. More of this please.

Interesting, different work. Australia needs it. Consumers will buy it. Gotten hella dull lately and those taking risks will win the spoils.

Periodontist said:


Buying Dentsu shares said:

2 big new expensive brand spots in two years.
Ka-ching! Thats boardroom hi-5 shit at BWM. Nice!
Great to see a really fun spot get made too - congrats.
For next years expensive ad, heres your insight: Whump.
Thats what people associate with gas. The whump. The whump means everything. If this very fun ad which has cut through in spades had a whump when the dragon blows fire, Joe Consumer would get it. But it doesnt. And so Joe wants to buy a dragon, not gas heating for winter.
I hope theres a shitload of dragon and gas tie together in the outdoor and digital.

Rich said:

Branding could be better but this is easily the best local work in ages.

GRR Martin said:

Funny and charming. Love it.

Serious question though...what problem are the ads trying to solve?

I thought almost everyone has gas for their heating and hot water boiler.

Garry Horner said:

Nice work guys.

JG said:

Love it. Well done Jol And Kev.

Simon Hadfield said:

Yep, nice stuff guys.

Steve Dodds said:

Love a good dragon. Well done Jol, Ash & Co.

JenP said:

Kudos to a brave client determined not to make wallpaper. And to the team who brought this to life, well done

Human said:

Good job guys, i like it.

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