"Bathroom"

5 February 2020

60s

Busiest Room in the House

British Gas's latest campaign continues to offer a masterclass on how to represent the realities of society earnestly. While some brands tick the diversity box with a drag queen and call it a day, this understated series demonstrates just how easy it can be to ensure that representation is more than just a buzz word.

This particular outing showcases all the domestic happenings that take place in a family's busy bathroom. From day-to-day baths and showers to the more extraordinary pregnancy tests and boiler breakdowns, none of the action is informed by the fact the family is mixed-race, or that one of the kids uses a hearing aid and sign language. Which, as in their previous instalment, is what makes it so important that these aspects are shown.

It's easy for detractors to talk about 'virtue signalling' when it comes to trying to change the status quo, but the truth is this is a difficult tightrope for brands and creatives alike to walk. British Gas and The&Partnership have the balance spot on here, and should be looked to as an example of how to get it right.

UK

Power Utility Companies