A heartwarming new campaign from British Gas underlines the brand’s commitment to keeping customers' homes warm and working while introducing audiences to its new lovable fuzzy brand mascots, a family of ‘Things’.

The new campaign from T&Pm introduces audiences to a family like any other, albeit a little more blue and furry, to show how British Gas is there to give its customers peace of mind. Capitalising on the power of brand mascots, the ‘Things’ are set to be British Gas’ new long-term brand characters, bringing to life the needs of families up and down the UK to illustrate how British Gas is ‘taking care of things’. 

The fluffy family embodies the British Gas customer. A variety of creative executions featuring the Things shows that they can be cosy and relaxed with British Gas there to help whenever they need.

At the heart of the new campaign, a 60-second film introduces the Things as they move into their new family home. From accidentally parking on the wrong drive to unpacking boxes and embracing the chaos of moving, the spot shows that with British Gas they are able to take it in their stride and enjoy a cuppa as soon as they move in.

Filled with heartwarming shots of the family interacting with each other and littered with ‘Thing’ puns, the warm and fuzzy film has been directed by acclaimed duo Si & Ad at Academy Films, with animation masterfully crafted by ETC. 

The film wraps up underlining British Gas’ part in making customers feel settled with the line: 'You make it a home, we keep it warm and working. British Gas – Taking care of things’

The campaign capitalises on British Gas’ partnership with Channel 4 Homes partnership and premiered during Gogglebox. An innovative and multi-faceted media plan has been devised by OMD UK. 

The Things will also be seen across OOH, print and radio partnerships, engaging cinema and ad-free BVOD experiences, digital activations and social media takeovers. A comprehensive creative and media strategy has been created in the hopes of introducing the Things to a majority of British households.

“We wanted to create a campaign that truly resonated with people on an emotional level. The Things represent the warmth, comfort and peace of mind British Gas provides.” says Matt Moreland and Chris Clarke, Group Creative Directors at British Gas. “We’re hoping the British public will want to hug them just as much as we do, which is quite a lot by the way.”

British Gas’ family of fluffy Things delivers some much-needed light relief at a time when customers are facing external pressures. Andy Freeman, Group Brand and Marketing Officer of British Gas spoke with BITE on the power of playing the long game in marketing. 

As a market leader in the energy category, reassuring customers is a key for British Gas. Underneath the blue fluff, customers can see themselves reflected in the Things and British Gas is able to capitalise on the power of brand mascots to connect with audiences and bring to life its services.