Home Campaigns Ad of the Week Publicis Dublin Stresses the Importance of Poxy Chores for Gas Networks Ireland

Publicis Dublin Stresses the Importance of Poxy Chores for Gas Networks Ireland

Publicis Dublin has rolled out a new cross-platform safety campaign for Gas Networks Ireland.

The new campaign sees the comeback of the feathered balladeer Tommy McAinary who sings about the “poxy chores” that are required to protect households from carbon monoxide emissions.

Carbon monoxide safety communications have been very successful with alarm ownership in Ireland now standing at  65% of households. But the problem is that alarm ownership alone does not protect householders as it needs to be working properly and regularly maintained.  The objective of the campaign is to create awareness, education, and action around alarm functionality or as the campaign notes “look after your carbon monoxide alarm and it will look after you.’

According to Publicis, the strategy of aligning the alarm check to tedious chores is what directed the creative to the right place. This campaign is a great example of the importance of getting the strategy right first and letting creative add the magic.  And so ‘Poxy Chores’ was born, along with an almighty earworm!


Agency: Publicis Dublin

Executive Creative Director: Ronan Nulty
Business Director: Geraldine Jones
Head of Strategy: Chloe Hanratty
Strategist: Niamh O’Shaughnessy
Senior Writer: Peter Dobbyn
Senior Art Director: José de Olivera
Writer: Craig Fitzpatrick
Agency Producer: Niamh Skelly
Production Assistant: Claire Boylan
Philip Byrne: Content Director
Technical Lead: Cian McCintyre
Account Director: Jeremy Stanley
Senior Account Manager: Ali Cooke
Account Executive: Tori Campbell

Client: Gas Networks Ireland:

Jennifer Cashman: Marketing Strategist
Owen Wilson: Networks Safety Manager
Ian O’Flynn: Head of Commercial and Corporate Affairs
Jamie Gallagher: Corporate Affairs Manager

Production: Piranha Bar:

Directors: Simon Burke & Gavin Kelly
Producer: Emily Brady
CG Supervisors: Sam Boyd & Simon Burke
Character Grooming: Ciaran Talbot
3D Artists: Iobhar Stokes, Cormac Kelly, Kat Stachura & Ciaran Talbot
Concept Design: Shaun Kelly
Animation Lead: Conor Ryan
Animators: Iobhar Stokes & John T Coomey
Compositing: Gavin Kelly & Dan McNicholl
2D Design & Animation: Alex Murphy
Music:  Peter Dobbyn, Ronan Nulty, Paul Woodfull
Audio Mix: Mark @ Mutiny Group


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