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Softest heat

Agency: 
Published/Aired: 
March 2010
Description: 

An ad campaign completely knitted. “How to make the invisible visible?” That was the question we asked ourselves when we were conceiving the new ad campaign for Natural Gas, our new client. Based on the client brief, the idea of “the softest of warmth’s” quickly became obvious. Now we just had to find a way to make this visible and touchable. We decided to materialize the softest of warmth’s delivered by Natural Gas, by a very natural and soft fabric: wool. The 35” film tells a very simple story: it shows the moment early in the morning, where a cold house starts to warm up and this way bringing comfort to its inhabitants. The soft warmth spreads around the house and hence we see wool being spread around pipes, radiators, floors, stairs, walls and other objects. Even the hot water is transformed into soft and silky wool. The film was produced in “stop motion”: all elements were completely covered in wool and then deconstructed (de-knitted ?) to be filmed image by image. The result is quite surprising, even poetic. And the feeling of softness and warmth of Natural Gas is very well present. You can watch the making of the commercial here.

Advertising Agency: TBWA\Brussels, Belgium
Creative Director: Jan Macken
Creation: Michael Mikiels, Eric Maerschalck
Account: Christine Robie
TV Producer: Mieke Vandewalle, Laurent Van Ausloos
Production Company: Lovo
Director: Olivier Babinet
Producer: Bert Brulez
D.O.P.: Frank Van den Eeden
Music: Etienne Charry

Comments (42)

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Highest Rated

Suchita Bhhatia's picture
Suchita Bhhatia
Activity Score 42

excellent

everartz's picture
everartz
Activity Score 7609

excellent!!!! beautiful effects... one of the best TVC's ever... thumbs up TBWA!!

| Everartz |

alexander_bickov's picture
alexander_bickov
Activity Score 3279

Love it

npravn's picture
npravn
Activity Score 159

Fantastic. It's beautyful!

CrackerJackWorks's picture
CrackerJackWorks
Activity Score 18549

Wow...that's sweet.

nimshady's picture
nimshady
Activity Score 57

Beautiful. The mood is perfect.

Brainsugar's picture
Brainsugar
Activity Score 1625

Great! but gaz is still expensive... ;-)

xcreativity's picture
xcreativity
Activity Score 2374

beautiful!!

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
Personal Page | Blog | Vlog:Video | Plog:Print | Twitter | Facebook

binunk's picture
binunk
Activity Score 216

i like it

Phil Lestino's picture
Phil Lestino
Activity Score 1684

Wonderfully crafted ad......makes you feel cosy just looking at it...nice music too.

Rabubi's picture
Rabubi
Activity Score 560

This is beautiful. Good job!

royschellekens's picture
royschellekens
Activity Score 390

Love it!!!! A real piece of art! But the claim is very general. What makes the heat of Naturel Gas softer than the heat of Essent?

http://twitter.com/royschellekens

Hate advertising? Make better ads.

karan raghav's picture
karan raghav
Activity Score 210

A.M.A.Z.I.N.G.

Shawali's picture
Shawali
Activity Score 8442

Cannes material.

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

Brain-Art's picture
Brain-Art
Activity Score 1101

Good Work

michelangelo's picture
michelangelo
Activity Score 660

nothing beats great production. mabrook guys

Caprisel's picture
Caprisel
Activity Score 63

love it

bricard's picture
bricard
Activity Score 189

This was great, excellent transfer to make the soft warmth visual. As michelangelo said, great production. Would have been interesting to see a hairless-cat that became cute and fuzzy as the warmth spread.

Mantufayo's picture
Mantufayo
Activity Score 580

Beautiful! Makes me feel better, thanks!

mrckais's picture
mrckais
Activity Score 417

oooo this is really nice

mrckais

kikes's picture
kikes
Activity Score 3

Great idea ! How long to do this ? Ouch !

jazzlgp's picture
jazzlgp
Activity Score 49

I really liked it... the effects are great

Jazz G.

junkkay22's picture
junkkay22
Activity Score 4

i like it!

silvi's picture
silvi
Activity Score 4172

Wow, this is a production!

Patata Casada's picture
Patata Casada
Activity Score 118

Beautiful!!!

cboccia's picture
cboccia
Activity Score 24

Gorgeous, and really smart. I had no idea gas was "the softest heat" or what that even means. But after seeing this ad, I totally get it. That's what our job is all about.

--
Casey Boccia
Carton Donofrio Partners

art.vs.commerce's picture
art.vs.commerce
Activity Score 566

Beautiful. Line doesn't work...what is soft heat?....you're showing soft. I think you mean makes your home feel cozy.

Pushkaraj Shirke's picture
Pushkaraj Shirke
Activity Score 215

Monkey does super somersault from treee hops into pond and sings monkey song!!!!!!!!!!!!! Soooooo beautifull!!!!!!!!!!!!!
amaaazzzingggggly awesome execution. expensive. but worth it!!!!!! :D

satrianee's picture
satrianee
Activity Score 3748

What a job! How cute, cozy and amazing. Congratulations for the Silver Lion!

sgre2504's picture
sgre2504
Activity Score 137

Beautiful, makes me feel happy

sloppy4's picture
sloppy4
Activity Score 1494
LeLo's picture
LeLo
Activity Score 3

Fantastic! Love it so much

raghavendra's picture
raghavendra
Activity Score 232

love to watch it over and over again

brandingworthspreading's picture
brandingworthsp...
Activity Score 648

Different and perfect.

ttfall's picture
ttfall
Activity Score 22

it's so cute and warm~~

LeroyChristian's picture
LeroyChristian
Activity Score 392

nicee

circlel's picture
circlel
Activity Score 65

It WOW me!!! excellent execution!!!

circlel's picture
circlel
Activity Score 65

like the water from shower the best!!!!!!! :-))))))

me tool's picture
me tool
Activity Score 14

excellent...

mujerendiagonal's picture
mujerendiagonal
Activity Score 84

Love the execution!

shwetakarumbaiah's picture
shwetakarumbaiah
Activity Score 13

gives a real nice warm feeling! well executed.

Rastamathamba420's picture
Rastamathamba420
Activity Score 251

Lindooooooooooooooow!!!! yo le daba ORO!!!! :D

Suchita Bhhatia's picture
Suchita Bhhatia
Activity Score 42

excellent

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