"Warm & working", created by CHI & Partners, broke on ITV last night (20 September), during The X Factor in London and Downton Abbey in the rest of the UK.
It introduces Wilbur, a penguin explorer who enters a family’s home and is drawn to the blue flame inside the boiler, the hot water from a tap, and a warm radiator.
A voiceover then explains the role that British Gas plays in keeping homes warm and promotes the HomeCare boiler cover product.
The ad was written by Liz Oakley and art directed by Rob Ferrara at CHI & Partners. It was directed by Lauren Indovina at Psyop, while Carat handled the media planning and buying.
Sarah Golding, the chief executive at CHI & Partners, said: "The Warm & Working campaign is a warmer, more customer-focused evolution of the Planet Home creative – demonstrating how much British Gas cares about helping its customers look after their homes."
It is the latest in the company’s "planet home" brand creative, which launched six years ago and features animals as the main characters in CGI animations, such as "no place like home", which launched last month and was by the same creative team.
The "warm & working" campaign will also run on radio, cinema, digital, and out-of-home advertising.