Creaxion Lights Up Gas Light Creaxion Lights Up Gas Light

The largest natural gas distributor in the Southeast, Atlanta Gas Light Company (AGLC) is striking its match and trying to light a fire. With help from Creaxion, AGLC is launching a new yearlong, multimedia ad campaign. Beginning in December, the campaign broke with TV ads played during primetime programs including “Friends” and “Who Wants to Be a Millionaire?” The 90-day blitz campaign will also run on cable networks including A&E, ESPN, TNT, and Lifetime and web properties including weather.com and yahoo.com.

One spot in the initial campaign, entitled “Promise,” features a warm, cozy domestic scene in which family members enjoy the comforts of natural gas. AGLC employees are featured as “the people behind the pipes.” The commercial concludes with the company’s new tagline – “Making Sure the Gas is On.”

The television campaign will be supported with print ads running in local B2B publications including “Atlanta Business Chronicle” and “Atlanta Magazine” as well as an outdoor campaign breaking in spring 2002. Creaxion President and CEO, Mark Pettit said, “From the beginning, our strategy has been very simple. To clarify AGLC’s role in the marketplace, to simplify the company’s messages around the benefits of natural gas, and to amplify those messages through a targeted and effective marketing campaign.”

Creaxion acquired a minority stake in ImageMaster Productions. The deal allows Creaxion to expand its offerings to include film, television, and radio production. As part of the deal, the agency’s President and CEO, Mark Petit will join ImageMaster’s board of directors and ImageMaster’s President and CEO, Dan Johnson will join Creaxion’s board of advisors.

This is a reunion for Petit and Johnson. From 1988 to 1991 they were the investigative reporting team at WXIA-TV (NBC) in Atlanta. More recently, the two joined forces to create the new television adver tising campaign for Atlanta Gas Light Company.