» Voiceover by Stephen Fry for the rural energy supplier’s new campaign
Calor, the UK’s rural energy provider and leading supplier of Liquefied Petroleum Gas (LPG), launched its new television advertising campaign this week.
The ad is the first TV ad campaign for the brand in ten years as the company celebrates its 75th anniversary.
Voiced by the familiar rich tones of Stephen Fry, the ad combines the use of CGI animation with 2D/3D visual effects to showcase LPG as the cleanest burning alternative to oil for rural homes and businesses available today.
It highlights Calor’s latest ‘LPGenius’ offerings, which include underground storage tanks and a smart telemetry system that automatically requests a tank top up.
The work is the flagship piece as part of the ambitious marketing strategy for Calor in 2010, which will see a re-positioning of the brand in a bid to target the estimated two million UK households who do not have access to mains gas.
Sarah Haythornthwaite, Head of Marketing at Calor, said: “In our 75th anniversary year we are looking to re-position the Calor brand. The new advertising campaign will help achieve this by highlighting our technological advances and our environmental credentials to show our relevance to today’s consumers.”
Lead creative team on the project, Cogent Elliott’s Jason Vinciguerra and Craig Wood, added: “Calor has many innovations to its name and delivers a more advanced off-mains fuel in a more advanced way. We feel that the LPGenius branding is a perfect articulation of this and that its confidence reflects Calor’s status as market leader in LPG. Applying this to TV involved striking the right balance between content (technological excellence) and tone (friendly service provider), which we’ve achieved by combining warmed-up infographics with a few nice, ‘clever’ little touches.”
Calor’s creative work is handled by Cogent Elliott; the ad was produced by Tandem Films and Taylor James.
» Notes to Editor:
If you want access to stills and the actual commercial please contact Cogent Elliott for ftp details.
Credits for Calor advertisement as follows:
Agency: Cogent Elliott
Client: Calor Gas
Directors: Yoav Segal and Taylor James
Production: Tandem Films and Taylor James
CGI and VFX: Taylor James
Voiced by: Stephen Fry
Written by: Craig Wood and Jason Vinciguerra
For further information please contact:
» 3 Monkeys Communications
Tori Stokes / Rhian Lewis / Fiona Chow
020 7009 3100
