Saatchi & Saatchi and T-Mobile highlight the mobile industry’s outdated rules in latest campaign
18 FEB 2010
This week sees the launch of the latest T-Mobile campaign from Saatchi & Saatchi London, challenging the outdated thinking from the mobile phone industry. Each new ad for the campaign will highlight a different out of date ‘rule’ from the industry by bringing to life a truly old fashioned law that strangely still exists in the UK today.
The first new TV commercial, ‘Geese’, aired Monday, 15th February and shows Freeman, Benjamin Browning, driving a flock of geese through the City of London, a right, as Freeman, he is still entitled to exercise. The film captures the public’s surprise as they watch geese waddle past London landmarks such as the Gherkin and St Paul’s Cathedral, stopping black cabs as they go. ‘Geese’ challenges customer perception that smart phones have to cost a fortune, as T-Mobile now offers smart phones to all its customers.
The second TV spot, ‘Longbow’, will air for the first time next week. Filmed in Robin Hood country, in the centre of Nottingham, the ad shows a number of men dutifully following the law that supposedly states all men over the age of 14 should practice longbow every day. ‘Longbow’ questions the belief that a phone contract cannot change even if your needs do, as T-Mobile now offers flexible boosters which allow customers to change what is included in their contract every month.
“This new T-Mobile campaign still captures the true spirit of the Life's for Sharing work, by creating real activity to draw attention to these out-modish rules. It is about creating something that is fun and that people will want to share and pass on,” says Paul Silburn, Creative Partner, Saatchi & Saatchi London.
‘Geese’ and ‘Longbow’ will be supported by outdoor and online, as well as radio adverts which also highlight old fashioned laws such as women not being permitted to eat chocolate on public transport.
Notes to editors
Saatchi & Saatchi London is known for its strength in creating Loyalty Beyond Reason for its clients’ brands. Its clients include the Labour Party, NSPCC, Carlsberg, Visa, Guinness, T-Mobile, Axa, Olay, Ariel and Head & Shoulders. Saatchi & Saatchi worldwide has 150 offices in 86 countries and 7,000 employees.
Saatchi & Saatchi London is part of the SSF Group, a mini group within the Publicis Groupe that unites Saatchi & Saatchi and Fallon in the USA and the UK.
