Magazine article Marketing

ADWATCH: British Gas Promotes 'Life Brand' Positioning in New Ad - in Its Latest TV Spot British Gas Highlights Its Full Range of Home Services for the First Time

Magazine article Marketing

ADWATCH: British Gas Promotes 'Life Brand' Positioning in New Ad - in Its Latest TV Spot British Gas Highlights Its Full Range of Home Services for the First Time

Article excerpt

British Gas is aiming to reposition itself as a home management brand in its new campaign, promoting its energy, telecoms, heating and security services under one creative approach for the first time.

The 60-second TV execution, 'Kids' has reached number eight in this week's chart, with 61% recall.

Created by BMP DDB, the ad shows a couple in their mid-60s suggesting to their children that it's time they moved out. 'When you both finished college we were happy for you to stay,' begins the mother. 'It's been a few years now and wouldn't you like a place of your own?'

The camera pans around to a man and woman in their early 40s, rather than a pair of teenagers as expected. Smartly dressed in suits, their bemused expressions reveal that they think this is the strangest thing they've ever heard.

The parents continue with the awkward conversation. 'Simon, your company has offices all over the world, you could live anywhere,' and 'Victoria . …

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