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.
