Magnus Magnusson, the veteran Mastermind quizmaster, has emerged
from retirement, along with his famous black chair, to star in his first
The spot for the gas supplier, Amerada, breaks this week in the Tyne
Tees region and will roll out nationally over the next few months as the
gas market deregulates. The film is backed by a pounds 3 million
The 60-second ad opens on a smiling Magnusson who is shown making a cup
of coffee in his homely kitchen while chatting about how easy it is to
switch gas suppliers. He introduces three real customers who have been
delighted with the service they have received from Amerada.
The scene cuts back to Magnusson, who has moved from the kitchen into
his study. He perches on the edge of his desk, beside the Mastermind
chair, and proclaims the benefits of Amerada. The commercial ends with a
shot of the Amerada logo and a voiceover announcing: ’Amerada. It pays
The ad was written and directed by John Dominic through Space City
Productions. Media planning and buying is through John Ayling &
Caroline Harper, managing director of Amerada, said: ’Magnusson is ideal
as a brand spokesman because the consumer will easily identify with his
honesty and integrity. This endorsement, alongside unbiased testimonials
from genuine customers, simply underlines Amerada’s commitment to value
Gas deregulation was first piloted in April 1996 and will be completed
in November when London and Surrey join the rest of the country.
Amerada won best campaign in last year’s Aerial radio awards with a spot
created by the radio specialist, Pulse Productions.