The British Gas campaign that encourages consumers to rely upon local tradesmen - whatever the job - rather than attempt to fix things themselves, is probably the most irritating and offensive ad on TV at the moment.
It opens in a store with some poor bloke holding a plunger, filthy from head to toe, clearly having tried - and failed - to clear a blockage in his plumbing system. The other people queuing at the till look on disapprovingly as the young woman serving - Sarah - informs him with a suppressed smirk: "There's a local hero for that." He glances at her with impotent rage, knowing full well that, whilst she's obviously a complete cunt, there's nothing he can do or say.
In the second scene, another unfortunate fellow is in the shower, having trouble with the water control; as he presses a button, the bathroom lights go out. A woman - presumably his wife or girlfriend - carries on brushing her teeth at the sink in the dark with superior indifference, whilst also smugly reminding him: "There's a local hero for that."
In the third scene, an attractive woman sits having dinner in someone's flat. She's dressed as if on a date, wearing her favourite little black dress and there are wine glasses on the table. But her useless boyfriend is struggling to flush the toilet - clearly having broken the handle. Like Sarah, she pulls a knowing face before sliding her smart phone to him under the bathroom door, saying: "There's a local hero for that."
Later, in a scene that returns us to the above apartment, we finally see one of these local heroes. And, surprise, surprise, he's one of those friendly, helpful black characters that advertisers and TV executives love. Not so much a magical negro - for he's not there to impart ancient tribal wisdom - more a house nigger who can be trusted to fix things and provide service with a smile, before letting himself out the door and exiting the white-bread lifestyle into which he's been temporarily inserted.
In brief, we have 30 seconds of insulting bullshit: thank you British Gas.
To watch the British Gas 'Local Heroes' ad on YouTube, click here.
