Talking about the weather is one of the most common ways to break the awkward silence of an elevator. Naturgy has decided to take advantage of this convention to develop a sponsorship campaign for the meteorological spaces of four television networks, using precisely an elevator as a setting for conversations between meteorologists, presenters and other well-known faces. The initiative will be developed over the next twelve months on Antena 3, Telecinco, TV3 and TVG, combining conventional television, digital platforms and social networks.
The project, developed together with Arena Media and Havas Play, responds to a communication strategy that seeks to link the brand with one of the informative contents most consulted by viewers. According to data from the AIMC Marcas 2025 study cited by the company, more than 70% of the population consults the weather forecast daily. Naturgy intends to take advantage of this habit to establish a recurring presence in the chains, with sector exclusivity in sponsored spaces.
As part of the campaign, each audiovisual group will have its own formats and content, although they will all share the same creative concept: a recognizable setting and a sound identity linked to the brand. Thus, in all the scenes several people meet in an elevator and use time as a topic of conversation. From that meeting, the pieces introduce issues related to energy and Naturgy’s activity, establishing a connection between meteorological information and the company’s services.
In this way, the elevator functions as an element of continuity between the different advertisements. Inside, a screen represents a Naturgy virtual assistant, which displays messages related to the sponsorship and, on some occasions, interacts with the protagonists.
The contents will be led by meteorological information professionals. Mario Picazo will be the prescriber of the pieces on Antena 3 and Telecinco, while Albert de Gràcia will participate in those on TV3 and Ana Celia Vázquez, director and presenter of O Tempo, will do so on TVG. The proposal will also incorporate appearances by other well-known faces of the networks.
The choice of meteorologists allows us to link sponsorship with professionals familiar with scientific dissemination and the explanation of phenomena that affect daily life. In this way, Naturgy seeks to ensure that the association between meteorology and energy is supported by content that is recognizable to viewers, and not only by the commercial presence of the brand.
Four chains, different integration formulas
At Telecinco, the collaboration with Mediaset España through Publiespaña will give rise to “Cada día”, a 52-episode branded entertainment series, developed by Publiespaña Brand Studio. A weekly episode will premiere for a year in the network’s meteorological space, with subsequent distribution on Mediaset Infinity, Telecinco.es, YouTube and social networks.
The series will have characters, scripts and its own narrative universe, designed to incorporate Naturgy’s messages into entertainment situations. The weekly frequency will allow you to develop an ongoing relationship with the audience, instead of concentrating all communication in a limited-duration campaign.
At Antena 3, the collaboration with Atresmedia Publicidad will be articulated through Total Sponsor Contextual, a commercial integration modality that includes a block designed specifically for Naturgy within the “El Tiempo” environment. The format will combine presence on television, connected television and social networks, with adaptations for the group’s different distribution channels.
For its part, TV3 will incorporate a scenario created entirely through artificial intelligence, which will provide a specific visual identity to its pieces. The Galician channel TVG will also develop content adapted to its audience and the characteristics of its meteorological space.
Altogether, the strategy includes 60 messages for television, 52 entertainment episodes and 176 pieces intended for digital environments and social networks. The company plans to reach 95% coverage of the population and generate 757 million impacts throughout the year. Although these are campaign estimates, not results obtained.
A new stage of communication under the motto “Every day. Everyday”
The sponsorship is part of the strategy with which Naturgy is making known its new corporate purpose: “Facilitate your relationship with energy every day.” The company has presented this orientation accompanied by the motto “Every day. Everyday”, with which it aims to reinforce its connection with people’s daily lives.
The new brand platform thus seeks to transfer to communication a relationship with energy that is more accessible, understandable and useful for consumers.
To present this positioning, Naturgy has also developed, together with Contrapunto BBDO, a national advertising campaign, built around the presence of energy at different moments in life. The proposal incorporates a new sound identity and has broadcast on television, digital video, online and offline media, radio, social networks and outdoor advertising.
Among the pieces of the campaign, it is worth highlighting an advertisement that uses an unusual comparison for an energy company: the relationship as a metaphor for the relationship that people have with energy.
The approach is interesting because of the creative territory it explores. In contrast to communication in the energy sector usually focused on savings, efficiency, sustainability or trust, Naturgy introduces an emotional analogy that can be provocative precisely because it transfers the expectations and complexities of personal relationships to the field of domestic supplies.
It is a choice with a certain creative risk, because it requires the viewer to accept an unexpected comparison between two very different realities. But it also allows us to address a central issue in Naturgy’s new positioning from another angle: the daily relationship between people and energy.
With this proposal and the sponsorship of meteorological spaces, the company is exploring different ways to transmit its new purpose. One from advertising fiction and another from the repetition of everyday situations, like that conversation about the weather so common in an elevator moment.
