ArtClass Brings Simplicity to Chaos for Georgia Natural Gas Thanksgiving Campaign

Georgia Natural Gas is bringing a little calm to the Thanksgiving rush with “Lots to Be Thankful For,” directed by Oren Kaplan of ArtClass Content. The spot, which went live November 5, is the second in the brand’s multi-film “It's That Simple” campaign, following “Kick Off Fall” earlier this season.

Tailfin, Georgia Natural Gas’s agency of record, derived the strategy and brand platform from a simple truth: shopping for natural gas isn’t top of mind for most people, which is why Georgia Natural Gas keeps it simple with great rates and reliable service, no matter what kind of chaos is going on. Throughout the campaign, the brand’s spokes-character, Kyle, navigates the bustle of everyday life, helping gas appliances work well and keeping families comfortable through every season.

“Lots to Be Thankful For” is set in a family home full of relatives and friends, with characters scrambling to put food on the table, take a nap, dig into a conversation, or try to get out of one. Throughout, Kyle delivers a monologue detailing how this time of year isn’t when most people think about natural gas. However, we can see how this day relies on natural gas appliances, with Kyle bobbing and weaving into frame to give an assist on the oven or fireplace, before reminding the audience that November is actually the best time to get Georgia Natural Gas’s best discount of the year. 

Like gas appliances, Kyle touches every corner of your home—a metaphor brought to life through well-choreographed camera moves and blocking as she circumnavigates a large cast of characters. She acts with clear intention, helps where she can, and exits before she overstays her welcome. The camera moves smoothly across scenes in a similar, unhurried manner, complementing the hubbub on screen, while bright, natural light and propulsive energy carry across every film from the campaign.

Kaplan remarks on directing these spots, “As usual, the devil is in the details, and these scripts have so many fun details built in. The fun is choreographing the family’s movements throughout the house while making sure to visit every gas appliance and loop back around to the entrance. The final product looks pretty simple, but working across 6 spots, 5 homes, and countless actors took way more coordination and cross-checking in our production matrices than you’d expect. I’m immensely proud of what our team put together, and I can’t wait for people to see the entire campaign.”