Grandad to join BigPond's famous Patrick and Daniel in new commercial to launch this Sunday
Telstra will launch the seventh episode of the popular BigPond Patrick and Daniel ad series on Sunday - but this time Daniel's grandad will join their adventures.The new commercial, created by Belgiovane Williams Mackay, Sydney centres on the theme 'Don't let your family grow apart'. This builds on the original campaign which focused on the dangers of your children being left behind in their education.
The commercial highlights that there is a whole section of society that
hasn't fully embraced all the internet has to offer and is missing out
on being able to use online services such as email, sharing photos and
videos or social networking on Facebook to stay in touch with loved
ones.
Researcher, Roy Morgan, estimates there are 2.9 million households in Australia without broadband and only 35 per cent of the over 60s are broadband users, presenting a sizeable target audience for the new ad.
Telstra research indicates grandparents, empty nesters, older 'singletons' and older parents now feel an increasing sense of isolation, with children or grandchildren moving interstate; changes in jobs or retirement; they might be single, and come home to an empty house; and have limited contact with neighbours or other loved ones.
Telstra's Executive Director, Brands and Marketing Communications, Amanda Johnston-Pell says: "Sharing emails, digital photos and videos via broadband is something which most of us take for granted in today's society. However, many people, particularly those who are distanced from their family, are being excluded from conversations with the people they love.
"Our hope is that, through broadband, people can once again become more deeply involved in the lives of their family and friends. Grandparents in particular can reconnect with grandchildren who are growing and changing rapidly," Ms Johnston-Pell said.
In the new BigPond ad, Grandad, unlike son Patrick, has broadband and embraces the technology that goes with it. We see him enjoying family moments online, sharing videos and emails.
The commercial also gives an understanding of how the 'rabbits' story really began, with gentle bending of the truth in fact a time honoured tradition being passed down from generation to generation.
In developing the campaign, Telstra found that contrary to popular belief, fear is not a great barrier to people embracing the online world. Most want to be part of the digital revolution, but need is a helping hand to get started. In this campaign there is a strong 'how to' component, where step-by-step instructions and simplicity are emphasised. It suggests that if granddad can be part of the great online community, anyone can.
The new TV ad will screen on November 29 and will spearhead an extensive multi-media campaign including full-page cover ads in magazines, online executions and direct mail to existing Telstra customers.
Agency Team
Account Management: Simon Hadfield, Natasha Marsh & David Schneider
Copywriters: Jen Barnett & Dave Shirlaw
Art Directors: Bobbi Gassy & Peter Dennis
Exec. Creative Director: Rob Belgiovane
Creative Director: Rocky Ranallo
TV Producer: Jade Wannell
Print Producer: Sarah Bloore
Strategic Planner: Darrell Tiemens
Digital team: Mary Anne Plummer & Geoff Goddard
Production Team
Production Company: Playbig
Producer: Bonnie Fey
Director: Rey Carlson
Sound Studio: Stellar Sound
Editor: Seth Lockwood
Post-Production: MRPPP & FSM
Researcher, Roy Morgan, estimates there are 2.9 million households in Australia without broadband and only 35 per cent of the over 60s are broadband users, presenting a sizeable target audience for the new ad.
Telstra research indicates grandparents, empty nesters, older 'singletons' and older parents now feel an increasing sense of isolation, with children or grandchildren moving interstate; changes in jobs or retirement; they might be single, and come home to an empty house; and have limited contact with neighbours or other loved ones.
Telstra's Executive Director, Brands and Marketing Communications, Amanda Johnston-Pell says: "Sharing emails, digital photos and videos via broadband is something which most of us take for granted in today's society. However, many people, particularly those who are distanced from their family, are being excluded from conversations with the people they love.
"Our hope is that, through broadband, people can once again become more deeply involved in the lives of their family and friends. Grandparents in particular can reconnect with grandchildren who are growing and changing rapidly," Ms Johnston-Pell said.
In the new BigPond ad, Grandad, unlike son Patrick, has broadband and embraces the technology that goes with it. We see him enjoying family moments online, sharing videos and emails.
The commercial also gives an understanding of how the 'rabbits' story really began, with gentle bending of the truth in fact a time honoured tradition being passed down from generation to generation.
In developing the campaign, Telstra found that contrary to popular belief, fear is not a great barrier to people embracing the online world. Most want to be part of the digital revolution, but need is a helping hand to get started. In this campaign there is a strong 'how to' component, where step-by-step instructions and simplicity are emphasised. It suggests that if granddad can be part of the great online community, anyone can.
The new TV ad will screen on November 29 and will spearhead an extensive multi-media campaign including full-page cover ads in magazines, online executions and direct mail to existing Telstra customers.
Agency Team
Account Management: Simon Hadfield, Natasha Marsh & David Schneider
Copywriters: Jen Barnett & Dave Shirlaw
Art Directors: Bobbi Gassy & Peter Dennis
Exec. Creative Director: Rob Belgiovane
Creative Director: Rocky Ranallo
TV Producer: Jade Wannell
Print Producer: Sarah Bloore
Strategic Planner: Darrell Tiemens
Digital team: Mary Anne Plummer & Geoff Goddard
Production Team
Production Company: Playbig
Producer: Bonnie Fey
Director: Rey Carlson
Sound Studio: Stellar Sound
Editor: Seth Lockwood
Post-Production: MRPPP & FSM
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Great work. I love how little dialogue is in this: just magical pauses. Don't ever kill off these guys please.
I saw Patrick and Daniel in the celebrity pages the other day.
I feel like I know these people.
The ones in the ad are quite nice too.
Lovely spot.
Peter Dennis?
Is that you?
Where have you been all these years?
Nice one mate.