Tommy McAnairey
Client Gas Networks Ireland
Role Concept, creative direction, writing
A “low-interest category” is how our planner described carbon monoxide safety when we were given the brief, and yet people die from CO poisoning every year. So we knew we had to do something a bit eye-catching. But we weren’t going to sacrifice logic for pure engagement - hence, we came up with canary balladeer, Tommy McAnairey, whose ancestors gave their lives down the coalmines, detecting carbon monoxide.
Tommy’s debut appearance on TV proved controversial, even sparking a debate on Joe Duffy’s Liveline. (Joe, by the way, Tommy’s a canary - not a budgie.)
Tommy’s follow-up TVC - possibly the first time the word “chimbley” has ever appeared in an ad.
To mark Carbon Monoxide Awareness Week, Tommy launched a single: Lethal As Hell.
Additional creative credits
Nick Kelly (concept)
Shay Madden (concept & art direction)