Mobile networks. You can’t live with them; you can’t live without them. And, as most agencies which handle their business will concede, the same could be said for their advertising, too. They are a big earner but boy do you have to work for it.
And, as if by magic, here comes another campaign from O2, its latest instalment under the “Essential For Living” brand platform, designed to show the importance of connectivity and the breadth of its network.
“Near or Far” sets out to highlight O2’s coverage as well as its ongoing commitment to infrastructure investment.
At the heart of the campaign is a cinematic film, narrated through the dulcet tones of Sean Bean, naturally, created by VCCP and production company Academy Films and director Frédéric Planchon, who brought the idea to life, in collaboration with VCCP’s global content creation studio Girl&Bear.
The 40″ spot sees a daughter call her father to share some heartwarming news: she got her dream job as a teacher. With the father in an extremely remote location in Wales, the film aims to show that even when distance is between you, O2’s network enables those all-important moments you wouldn’t want to miss.
Through relatable storytelling, the film aims to highlight the power of human connection enabled by O2 and celebrates the moments many take for granted but are essential to living.
The film features the soundtrack ‘Obvs’ by Jamie xx and is designed to show O2’s network as the invisible force enabling special moments delivering the campaign line: ‘Near or far, our network is with you’.
The campaign will run nationwide; production was managed by VCCP’s content creation studio Girl&Bear and digital experience agency Bernadette, with media planning and buying led by MG OMD.
It will run across a wide range of channels, including TV, video on demand, out-of-home, social media, radio and PR.
Virgin Media O2 marketing director Simon Valcarcel said: “Connection is fundamental to everyday life and enabling connection sits at the heart of O2. Whether it’s sharing exciting news with loved ones, downloading tickets to a gig or exploring new places, our network enables it all and ‘Near or Far’ puts our network back at the forefront of the brand, acting as a reminder that O2 is there for you, in the big moments and the everyday ones.”
VCCP executive creative director David Masterman added: “Twenty-three years ago, we launched O2 with a powerful idea – that O2 is digital oxygen. Essential, invisible, always there. This campaign brings that founding thought into a new era, reminding the nation that near or far, O2 is with you.”
So, what is the consensus around the Decision Marketing office?
Well, these campaigns just keep on coming and it is a tribute to both agency and client that the quality does not seem to dip, helped in no small part by the South Yorkshire cadence of the voiceover and the cinematic imagery.
And, then it dawns on you, it is only for a mobile network, and there’ll be another one along in a few weeks…
Decision Marketing Adometer: A “pump it up” 9 out of 10
