Calor Gas, the UK’s leading supplier of liquefied petroleum gas (LPG), launch their new ‘Clever Choice’ campaign which showcases their unique Autumn/Winter offerings.
Calor are making people aware that they have a choice in how they heat their off-grid home, and that Calor gas is the ‘Clever Choice’. The ads juxtapose clever and not-so clever choices to showcase the fact that Calor gas tanks live underground, and come with innovative auto top-up technology.
The campaign launches with two versions of the TV execution, ‘Horny Bull’. In the films, shot by Spendser from MadCow, Calor humourously dramatises the advert’s protagonist making a not-so clever choice (using a metal detector in a field with an angry bull), and a clever choice (choosing to heat his off-grid home with Calor’s auto top-up technology in one version and discreet underground tank in the other).
The campaign will run as across social, press, radio and digital display. The targeted gifs which will run across Instagram and Facebook have been inspired by popular viral ‘fails’.
“In this potentially very rational category, Calor have bravely allowed for humorous stories around the frequent ‘not-so clever choices’ we make every day”, comments Jose Miguel Sokoloff, Chief Creative Officer of MullenLowe London.
Paul Instrell, Sales & Marketing Director at Calor, comments, “Home Energy is a challenging sector for Calor. We needed a campaign that would disrupt the market and help Calor fight for more than its fair share of conversation. The ‘Clever Choice’ creative exceeds in delivering its brief, and is an engaging concept that was highly transferable across a number of channels – in particular social. This creative coupled with genuine reasons to believe provide a compelling reason to switch, and will continue to grow the brand in terms of awareness and consideration.”