British Gas has unveiled its latest brand platform, ‘Taking Care of Things’, with the goal of reinforcing its longstanding role as a reliable energy and home services provider for millions of UK households. Central to this campaign is the introduction of ‘The Things’ — a fluffy, animated family that personifies warmth, security, and the peace of mind that comes from being a British Gas customer.
Designed by creative agency T&Pm and animated by the award-winning team at ETC, The Things serve as the emotional anchor of the campaign. Described as loveable, relaxed, and “completely unbothered,” they represent the ease and comfort that British Gas aims to provide. Whether it's heating, home emergencies, or day-to-day maintenance, the brand’s message is simple: “You make it a home, we keep it warm and working.”
The campaign debuted with a 60-second spot during Gogglebox, showcasing the Things as they go through the universal stress of moving into a new home. Despite the chaos, their calm demeanor — and one perfectly timed cup of tea — captures the message that British Gas is there to handle the rest. Directed by the acclaimed duo Si & Ad at Academy Films, the commercial sets a warm and humorous tone that’s meant to immediately connect with audiences.
The multi-channel rollout is comprehensive. In addition to television, British Gas is capitalising on its partnership with Channel 4 Homes, while also investing heavily in cinema, print, radio, digital platforms, and high-impact OOH placements. Ad-free BVOD experiences and social media takeovers will ensure The Things become instantly recognisable across the UK.
“Our new brand platform is about offering reassurance,” said Andy Freeman, Group Brand and Marketing Officer at British Gas. “People want their homes to be warm, functional, and safe — and they don’t want to worry about the rest. That’s what British Gas is here for.”
Matt Moreland and Chris Clarke, Group Creative Directors at T&Pm, added: “The Things are a literal representation of the warmth and care that British Gas brings. They’re not just mascots — they’re feelings in fluffy form. And honestly, we want to hug them as much as everyone else will.”
By launching this campaign, British Gas continues its strategy of humanising energy services, turning an essential utility into an emotionally resonant brand. The Things are not just part of an ad — they’re the beginning of a long-term character-led identity aimed at winning hearts, homes, and long-term customer loyalty.
