Agency: The Team
Client: Gas Safe Register
The new Gas Safe TV ad, which uses the farting cowboys clip from Blazing Saddles, goes out on screens this week.
Gas Safe is the new quality assurance mark for gas engineers and appliances in the UK. It replaced CORGI when it was launched on 1 April.
By law, anyone carrying out work on gas installations and appliances in UK homes must be on the Gas Safe Register. The sole focus of the register is on improving gas safety.
As a viral, The Team’s budget is to get 125,000 clicks, however they are hoping it will be circulated amongst a much larger audience. It’s a reasonably small budget for a TV ad (£250k) for a message that needs to go to as many people as possible. Therefore it was vital The Team created something that people would talk about.
Farting was seen as the answer.
The Gas Safety register is run by Capita and managed by the Health & Safety Executive.