When Superior Plus Propane and TBC Advertising set out to reintroduce the brand with humor, heart, and human connection, they turned to Unrivaled and comedy director Nathan Colby to bring their new campaign to life. The result is a pair of broadcast spots“Talking Propane” and “Propane Proud”, that reimagine energy advertising through the lens of character-driven comedy and cinematic storytelling.
The campaign follows a lovable, overly passionate propane technician whose enthusiasm spills into every part of his day—sharing fascinating propane facts at school drop-offs, barbershops, backyard BBQs, and dinner parties. Each scenario humorously reminds viewers that Superior Plus is the brand that does the thinking for you. The tagline, “We spend all day thinking about propane so you don’t have to,” grounds the humor in a simple truth: expertise you can trust.
Shot on location throughout Maryland, Colby’s direction combines a dry comedic tone with strong visuals and authentic performances. The look is warm, textured, and grounded in real environments—balancing realism with refined craft. From casting to post-production, Unrivaled handled every step of the production process, ensuring that each frame supported the brand’s message of reliability, intelligence, and approachability.
The campaign represents Unrivaled’s signature approach to brand storytelling and commercial production, where visual style and emotional tone come together to humanize a product or service. Whether it’s an energy company, lifestyle brand, or technology client, Unrivaled specializes in building campaigns that are as cinematic as they are strategic. The Superior Plus Propane project stands as a testament to the power of humor, authenticity, and thoughtful production in reshaping how audiences perceive everyday brands.
If you are interested in learning more about our production services, get in touch with one of our producers.