Home Campaigns Ad of the Week Jedward Breaks Up in New Publicis Ad for Gas Networks Ireland

Jedward Breaks Up in New Publicis Ad for Gas Networks Ireland

The high-spirited musical duo that is Jedward, has taken over from Donegal crooner Daniel O’Donnell in the latest public safety campaign from Gas Networks Ireland.

Created by Publicis Dublin, the new campaign highlights the importance of using a Registered Gas Installer (RGI) for any gas works undertaken in the home.

The cross-platform campaign kicked off this week and follows on from a successful campaign fronted by Daniel O’Donnell which has been running for the past number of years.

“Not only did the last campaign effectively communicate how important it is to use a Registered Gas Installer, it also increased the awareness of using an RGI from 57% to 78%1, while Daniel and his “superfan” Mary brought a smile to viewers’ faces,” says Owen Wilson, Gas Network’s safety manager.

The premise of the new campaign is simple, he says. Householders should never use a handyman or anyone who isn’t an RGI to carry out any gas work, including installation, servicing, maintenance or removal of any gas or LPG appliance or pipework.

The tongue-in-cheek TVC dwells on the break-up of the normally inseparable Jedward after one of them suggests they use a handyman to repair a fault.

The campaign will run across TV, radio, digital and social.

“This campaign is designed to grab the attention of the public.  It helps reinforce the message that using an RGI gives peace of mind that the work is done by a competent and experienced professional, who is also fully insured, ” says Loretta Joyce, director of energy safety, Commission for Regulation of Utilities (CRU), the body responsible for regulating the activities of gas installers with respect to safety.

According to Ronan Nulty, executive creative director and Jeremy Stanley, account director: ” We felt the pressure of matching the success of the Daniel O’Donnell campaign which has been running for 7 years. Luckily we have a client who innately understands the need to stand-out, and really knows how to protect the integrity of an idea. When the creative team, Paul, Nick and Craig came with the notion of a ‘Jepic Split’, it just made sense. Making the most of that idea involved a whole team from strategy to production, including the skill of director David Kerr and of course John & Edward.’


Client: Gas Networks Ireland

Networks Safety Manager: Owen Wilson

Marketing Communications Manager: Jennifer Cashman

Agency: Publicis Dublin

Executive Creative Director: Ronan Nulty

Business Director: Edel McCabe

Senior Copywriter: Paul O’Loughlin

Senior Art Director: Nick Doring

Senior Account Director: Jeremy Stanley

Senior Account Manager: Cassie Treacy

Strategist: Niam O’Shaughnessy

Senior Producer: Rachel Murray

Copywriter & Content Lead: Craig Fitzpatrick

Technical Lead: Cian McIntyre

Head of Design: James Kelleher

Production Manager: Gavin Kenny

Finished Artist: Tim Kavanagh

Videographer: Hannah McGlynn

Production: Director – David Kerr

Producer: Jonny Speers

PM: Gráinne Tiernan

Coordinator:Treasa O’Friel

Locations: Mick Swan

1st AD: Charlie Endean

DoP: James Mather

Production Designer: Kate Moylan

Costume Stylist: Sinéad Lawlor

Make-up: Barbara Conway

Editor: Rob Hegarty

Post-production: Screen Scene

Sound Mix: Mark @Mutiny

Media: OMD

Account Director: Sarah Flannery

Senior Account Manager: Sarah Ling

Account Executive: Sarah Falvey




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