Sunrise:Sunset – new brand campaign for Telecom launches via Saatchi & Saatchi
In a new brand TVC for Telecom, Sunrise:Sunset, Saatchi & Saatchi demonstrates what two nine year-old boys can do with the benefit of modern telecommunications, a healthy dose of enthusiasm and vivid imaginations.
Fascinated by the fact it can be dawn on one side of the world and dusk on the other, the boys wonder whether it’s possible to view the sun at the same time from opposite sides of the world. The two boys set out to prove this can be done when one of them heads to London.
The TVC is a step change for the highly competitive telecommunications market that has seen a flurry of marketing activity in recent months.
Telecom Head of Brand Peter Loveridge says the ad is a celebration of young friendship and imagination: “The technology is important, but it’s not the story.”
Saatchi & Saatchi ECD Dylan Harrison says the ad celebrates New Zealand being what is because of where it is: “Telecom is in the business of connection in all its forms, so we wanted to tell stories where connectivity meets the unique Kiwi spirit.
“Director Matt Palmer got to the heart of this story and the Telecom brand – he has done a beautiful job with the ad,” says Harrison.
Sunrise:Sunset is an undeniably New Zealand story. As Kieren Cooney from Telecom puts it, “We’re really proud of the shared history we have with New Zealand. It informs so much of what we do as a company.
“We want our communications to celebrate New Zealandness, and the Sunrise:Sunset TVC does this beautifully – It’s about our land, our people, our distance from the rest of the world, but most importantly it’s about that wonderful New Zealand attitude and spirit that believes nothing is impossible; that tomorrow really will be better than today. Not because we hope it will be, but because we’re going to get in there and find a way to make sure it is.”
Saatchi & Saatchi group account director Simon Wedde says Telecom have a long history of producing fabulous New Zealand ads: “Through this TVC we wanted to reignite some of those brand traditions but in a fresh and innovative way. It was a privilege to work on this brief and we hope the New Zealand public believe we’ve achieved something memorable with this execution,” says Saatchi & Saatchi Group Account Director Simon Wedde.
Agency: Saatchi & Saatchi New Zealand
ECD: Dylan Harrison
Creative Group Head: Anne Boothroyd
Creatives: Dylan Harrison, Anne Boothroyd
Head of Content: Jane Oak
Group Account Director: Simon Wedde
Senior Account Director: Michael Healy
GM Marketing: Kieren Cooney
Head of Brand: Peter Loveridge
Senior Communications Manager: Arnna Conroy
Director: Matt Palmer
Producer: Caz Hearn
Production Company: Prodigy Films
Music: Liquid Studios
25 Comments
take a bow S&S….continueing to impress with your recent T-Com work
unlike yr spelling old chap….
Saatchi & Saatchi group account director Simon Wedde says: “Press release didn’t go though any final check” says Saatchi & Saatchi Group Account Director Simon Wedde.
@12:26…Thanks Dylan
Nice one spot Anne and Dylan. Hot like fire .
the old sunrise sunset…
http://www.youtube.com/watch?v=WCGd1Qai1RA
Yeah, not bad Parnell.
Like (with little thumb beside it)
Oh dear. The Nokia ad feels fresher too. The whole mates going overseas ad was done very well in NZ before by someone I can’t remember. This is a rip for sure, as was the pac man. My husbands comment when it came on was “felt like a couple of little gays till the end bit”. Still I’ve worked on Telecom, and you really couldn’t get a bigger bunch of cunts.
Wow, talk about a rip!
Shame, bro, shame.
Oh dear, how is Nicky going to clean up this mess?
House of Travel, Pacman (which managed to be both a rip and a vodafone ad at the same time) and now this….
Jesus fucking christ this is getting laughable…
Seriously Saatchis what’s your hourly rate for searching youtube?
BTW clients – you just further disenfranchise your audience throwing money at agencies to do rips like this…
The old old sunrise/sunset in 1996…
http://www.youtube.com/watch?v=guuea0XPGGk
Father and son 2.0, just not even close to as good…
If I were the client, I’d ask for the concept fee to be returned.
Wow… shameless rip. The worst part is despite the budget the Nokia spot has much more charm and connection. Embarrassing.
I quite like it, although I can’t understand why they rushed through the pay off/reveal of the suns matching. Isn’t that the money shot?
glib
Firstly big ups to the director, very well shot – nice feel to it. But what the *&^% is going on with S&S – do some original work you muppets (it might change with new creative leadership) – Telecom needs to get its shit together and they need to share the blame for all of the crap ads produced – employ some decent marketing and brand people who won’t except ripped off rubbish
Don’t even try to hide that it’s ripped -_-!
run, dylan, run!
Consumers don’t give a shit about originality. Just saying.
Sad little advertising people. Back to work people, you have awards to win.
Paul Taylor and that makes it ok to blatantly rip something off?
If you’re going to rip something, the least you could do is represent it a fresh, new innovative way. Don’t take it and basically show us the exact same thing and expect no one to call you out on it.
I called the cell phone carrying time traveler in the Chaplin film just after he’d had tea with Picasso. Picasso had some unkind words about Marcel Duchamp and a ‘rude descending staircase’ or something, it was hard to hear properly. Time travelling cellphone calls are a bit tricky as you can imagine.
I heard Henri Matisse later beat up Picasso and stole his wallet, but got mugged by a one-eared man shortly after.
I like this ad quite a lot. I find it heartwarming and earnest, two things that are both rare and difficult to pull off.
10.43pm – except according to the credits it was Dylan’s idea, so…
At least we know Telecom is willing to spend money on big 90 second ads (BTW, what the fuck is all those new 90 second ads all about?).
The knowledge that Telecom is willing to spend a bit of wedge on a TVC is fantastic news, should it ever go to pitch. I guess we just have to wait and see how the summer sales go. If it is a crap period, then it’s all on for young and old.
Good luck finding a new CD. Get it wrong again, and…