Daniel O’Donnell Superfan Rejects Hero in New Rothco Campaign for RGII
In their first campaign in six years, Registered Gas Installers of Ireland (RGII) partnered with independent creative agency, Rothco, to help them tackle the less-than-sexy task of boiler and gas safety.
The charmingly funny new campaign, ‘Even If It’s Daniel’, is directed by David Kerr, of Mitchell & Web and Inside No. 9 fame, and produced by Speers films. The spot sees a delighted superfan finally welcome hero, Daniel O’Donnell, into her rather fan-tastically decked living room. However, her excitement soon flickers out as Daniel innocently asks if she’d like him to check her problematic boiler.
Senior Account Manager at Rothco, Annie Tidy, explains: “We wanted to bring to life the message that you should never use an unregistered gas installer –no matter who they are – in an entertaining way. What was great was that the extensive Daniel memorabilia was generously loaned by real life superfans. One of whom went on to bring the Daniel blind home to get it installed for real!”
For the RGII, it is
essential to educate the Irish population on the dangers of hiring an
inexperienced gas installer. Most people don’t know that not only is it illegal
for an unregistered gas installer to install, service or repair gas appliances,
it can also put their health at serious risk. Only a registered gas installer
can guarantee safety in the home.
Commenting on the campaign, Senior Account Manager Annie Tidy says: “As this is RGII’s first campaign in six years, it was a great opportunity for us to create something new and exciting for the client - and they had a real appetite to do something different in the category. It was really important for us to get cut through for this critical safety message that many people are unaware of.”
The campaign launches on Monday 3rd October with the TVC and will also run in print and on radio and digital. The work is a follow up to Gas Network Ireland’s successful Tommy McAnairey campaign in 2015, which aimed to raise awareness of carbon monoxide poisoning.
Advertiser: Registered Gas Installers of Ireland
Strategy: Patrick Ronaldson, Brona Kilkelly
Senior Account Manager: Annie Tidy
Creative Agency: Rothco
Copywriter: Frances O’Rourke
Art Director: Ciara Rapple, Stephen Rogers
Finished Artist: Gerry Cole
Agency Production: Stevi Russell
Music and Sound
Sound Production: Mutiny
Performer: Daniel O’Donnell
Editor: Jake Walshe
Post Production / VFX
VFX Supervisor: Peter Greene
Retouching: Happy Finish
Producer: Jonny Speers
Post Production House: Screenscene
Photographer : David Kerr
Director: David Kerr
Category: Gas , Utilities
Genre: Comedy , People , Print , Storytelling , Stunts