Cogent Elliott has created Calor’s first TV work in ten years. The ad forms part of a complete repositioning of the brand and combines 3D CGI animation with 2D vector animation to highlight Calor’s latest ‘LPGenius’ offerings. These include an underground storage tank and smart telemetry system that automatically requests a top-up.
Lead creative team on the project, Jason ‘Vinny’ Vinciguerra and Craig Wood, said: “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).”