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Creative

Tommy McAnairey Teaches the Importance of 'Poxy Chores' in Piranha Bar’s Spot for Gas Networks Ireland

Piranha Bar’s latest collaboration with agency Publicis Dublin sees golden-feathered, gravel-voiced canary Tommy joined by a special guest

Tommy McAnairey Teaches the Importance of 'Poxy Chores' in Piranha Bar’s Spot for Gas Networks Ireland

Having first found fame in 2014, Tommy McAnairey is back, this time trading the fireside warmth of the local pub for the cosy surroundings of the McAnairey family kitchen as he tackles a list of 'Poxy Chores.' His beloved banjo replaced by a less musical mop, we now find Tommy sharing the limelight with his daughter Drimnagh - all emo feather-bangs and attitude to match. Conceptually, the father-daughter duo were created as a tongue-in-cheek nod to the historic use of canaries in mines to detect lethal levels of carbon monoxide. Trading a cage for a song, Tommy McAnairey is fulfilling his raison d’etre musically.

“Bringing Tommy out of our digital vaults and giving him a facelift worthy of a 2021 comeback was no mean feat for the team,” said Simon Burke, co-director and CG supervisor. “A huge amount of effort was spent making sure his signature plumage had a full makeover.” This same level of detail was applied to Drimnagh, with her brightly coloured feather-fringe and smudged eyeliner.

Tommy's rendition of his latest ballad-cum-safety message sees him off the bar stool and moving deftly around his own kitchen, so, according to Simon, it was "crucial we had a much greater range of motion from the characters, allowing them to deliver entertaining and convincing performances." This switch from the dark, spotlit pub to the familiar domesticity of the family kitchen created a neat visual contrast that not only breathes new life into the campaign but highlights the importance of checking your alarms at home.

Simon notes that: “the message is a serious one, and it's our hope that the character's performance coupled with the lively and energetic execution generate the engagement it deserves.”

Poxy chores they may be but an important one nonetheless.

You can check out the spot and some exclusive content here.


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Client

Advertiser: Gas Networks Ireland

Creative Agency

Creative Agency: Publicis Dublin

ECD: Ronan Nulty

Senior Writer: Peter Dobbyn

Senior Art Director: José de Olivera

Agency Producer: Niamh Skelly

Business Director: Ger Jones

Account Director: Jeremy Stanley

Account Manager: Ali Cooke

Account Executive: Tori Campbell

Strategy Director: Chloe Hanratty

Strategy: Niamh O’Shaughnessy

Content Director: Phillip Byrne

Technical Lead: Cian McIntyre

Head of Social: Clare O’Hanlon

Production Company

Directors: Simon Burke & Gavin Kelly

Producer: Emily Brady

CG Supervisors: Sam Boyd & Simon Burke

Character Grooming: Ciaran Talbot

3D Artists: Iobhar Stokes, Cormac Kelly, Kat Stachura & Ciaran Talbot

Concept Design: Shaun Kelly

Animation Lead: Conor Ryan

Animators: Iobhar Stokes & John T Coomey

Compositing: Gavin Kelly & Dan McNicholl

2D Design & Animation: Alex Murphy

Music

Lyrics: Peter Dobbyn & Ronan Nulty

Performer: Paul Woodfull

Audio Mix: Mark @ Mutiny

Category: Gas , Utilities

Genre: Visual VFX