Winter's coming. Better get Belgian Natural Gas.

"Who gives you the very softest heat?" Knitters, it seems in this Belgian Natural Gas commercial. Or, so I wish. Who wouldn't opt for this kind of house warming? We're heading into our first winter season in a 100-year-old house, and I'm not sure how warm the gas bill will make me feel. Perhaps I'll don wool as TBWA did in this exceptional ad from early 2010:

Before you see how it was made, savor those 35 seconds. Brilliant simplicity, conceptual clarity, effectiveness at attention-grabbing and holding. I've watched this commercial innumerable times, now listening to the tune and dance of the whistle, now catching the colors warm progressively in tone, now feeling the house shift from frosty windows and chilly floors to carpet and hot tea. Mesmerizing, really.

Meet the talented hands and minds behind the work: 


David Rupert October 14, 2010 at 8:01 AM  

I do love that commercial. Appealing. Moving. Simple! If there were more like this in our country, I might even watch them

Sam Van Eman October 14, 2010 at 9:52 AM  

They are too rare, no? This type of commercial is artistry, whereas so much of the other is assembly line product pushing.

Deidra October 15, 2010 at 11:04 AM  

That is just beautiful. It's dreamy and cozy and sweet. Brilliant, really.

Robbie Parks October 20, 2010 at 11:51 AM  

Beyond cozy, the music is simple and progressing. It sounds like you might expect stop-motion music to sound. It feels like dripping water, or perhaps a manufacturing process, like it is adding energy and comfort.

Sam Van Eman October 22, 2010 at 1:29 PM  

Robbie, speaking of the music, my favorite part is how the volume dips slightly when the the hand turns the gas knob.

Lindsay October 25, 2010 at 11:04 PM  

Wonderful ad - thanks for sharing! I, too, wish my house did the very same thing! I wonder if the coffee would turn to yarn...

Sam Van Eman October 26, 2010 at 8:41 PM  

I hate to say it, Lindsay/Coffee Connoisseur, but, to me, coffee tastes a bit like yarn.

Go tea go.

darcy November 2, 2010 at 12:34 PM  

You are right, I have watched htat commercial several times. Very catchy tune and I feel kind of cozy. Not many commercials out there like that

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