British Gas Launches New Ad Campaign Featuring Tom Daley Amidst Energy Crises

British Gas has embarked on a new advertising campaign featuring Team GB diver Tom Daley, amidst ongoing energy crises and recent cuts to winter fuel allowances. The campaign, supported by creative agency T&Pm, promotes British Gas’s promise of same-day boiler repairs, a move aimed at reassuring customers during the colder months.

The advertisement will make its debut on television during “The Great British Bake Off,” one of the most-watched shows in the United Kingdom, indicating a strategic move by British Gas to reach a broad audience.

Andy Freeman, marketing director at British Gas, commented on the campaign’s objectives, stating, “We understand the huge disruption and worry a broken boiler can cause. This campaign highlights our commitment to keeping the nation’s homes warm and working and being there for everyone in their time of need because everyone deserves peace of mind when it comes to their home.”

Creative directors Matt Moreland and Chris Clake from T&Pm noted that the advertisement seeks to stand out by focusing on the positive resolution of boiler breakdowns, rather than the potential disasters. “As we head into winter, the last thing any of us want is a broken boiler, but rather than focus on the disaster that it can cause, we wanted to cut through the category conventions with a playful campaign focusing on the positive resolution,” they said. They added that Tom Daley plays the role of a relieved customer, but emphasized that the real heroes are British Gas engineers who are “always there to help save the day.”

The campaign has been assessed with a creative scale rating of 6.5 by MAA, indicating a positive reception from industry analysts.