Telecom celebrates everyday amazing moments of connection in new spot via Saatchi & Saatchi
CB Exclusive – In a category that constantly seeks to show off the latest technological edge, Saatchi’s Auckland has instead focused on something far more simple and human in their launch spot for Telecom’s Smartphone range.
The spot also heralds one of the first pieces of work new executive creative director Antonio Navas, who joined in early May, has his name attached to.
“This spot was about our belief that the growth in smartphones is not being driven by technology, but by something far more human: the very real and very deep human need for people to reach out and connect to the people and things that are most important to them,” says Kieren Cooney, chief marketing officer at Telecom. “The ad was a celebration of those everyday amazing moments of connection. It was also a recognition that in 2011 many of those moments are now happening via the screen of a smartphone, as we start to seamlessly use these little pocket-sized super-computers as a natural extension of ourselves, allowing us to share these emotionally-charged moments with anyone, anywhere, anytime.”
Saatchi & Saatchi’s chief executive Nicky Bell says Telecom’s communications at their best speak to what really matters to people: the importance of connecting with each other, and the team are proud of this latest piece of work.
27 Comments
So many things I want to say… but I know they’ll just get censored.
Sad. Really sad. Still, good revenue for Saatchi. They need it.
12.36 – Don’t be shy….get into it!
“The Smartphone Network” ? – So that’s what we’re calling XT now is it, nice low key rebrand…
I suspect that this spot will do incredibly well for Telecom.
My 55 year old wife and 20 year old daughter absolutely love it. Two demographics I suspect they’re aiming at.
Job well done Scratchys.
And, before the inevitable remarks are made, no I don’t work there.
PowerPoint to music.
Someone finally shot Murray’s manifesto.
Plop!
very nice
Agree with you Aging CD.
My wife loves this spot.
And, after 20 years of being married to me, she hates almost everything she sees on tv.
Nice work S&S.
My wife hates this spot, and hates me.
Your wife likes me.
It’s not going to win at Cannes. But it’s perfect for the target and it’s nice to look at with some genuine moments. I bet it’s going to do it’s job very well. (Usual disclaimer: No, I don’t work there.)
They made the mood reel again. If only youtube had broadcast quality footage…think of the savings for Telecom.
Huebsch huebsch, Mr Huebscher.
Definitely worth missing those games for.
very 1995
This insight was an insight 10 years ago. Not now. But i dont imagine telecom care.
All of a sudden Harvey Norman didn’t seem so cringe.
What happened to funny ads?
Terrible
Just terrible.
This is the work you bring a CD all the way from the US for?
This is a pitch video at best.
sad part is, with a little writing and art direction talent it could have been tasteful.
But it’s just a bunch of nothing.
Where’s the little red-headed kid this time?
A voice from afar should have been cast in this as the bumbling idiot. The craft in this is ok, it’s just the idea that seems to have gone amiss. Execution is a bit on the gay side. Telecom needs to man up.
Vanilla with a hint of beige. Just what Telecom doesn’t need.
I’ve never cried, so I can’t relate to this at all.
It’s trying too hard to make me feel something. Lays it on way too thick. All I feel is like is having a vom.
so schmaltzy and heavy handed. Dumb ad for dumb people.
The problem is, this is an ad for everything that is good about smart phones. Not Telecom. The ‘all this is available on our network’ tag at the end doesnt cut it.