FCB’s ambitious campaign for a New Zealand telecom follows one man’s journey of self-discovery

Sometimes it just takes a single richly drawn character to pique the public’s interest in an ad campaign. Halfdan in the Visit Oslo campaign, for instance. Or Jade, the charmingly naive yet curious young man in FCB Aotearoa’s new campaign for New Zealand telecom One NZ.

A recent 90-second spot, directed by Steve Ayson, introduced Jade with a tantalizing mystery. The film opens with Jade sitting in a field in Scotland next to a Highland Cow, gazing at a remote gem store. As he begins to tell his story, it becomes clear he’s on a mission of self-discovery after his parents back in New Zealand dropped a bombshell—which actually didn’t come as a huge surprise.

Jade makes some progress in his quest for self-identity by the end of the spot, but this is just the beginning. FCB said Jade’s story will unfold in epic fashion as One NZ aims to frame what seems like standard telecom messaging—“Let’s Get Connected”—in a more deeply human way. Ensuing episodes will see Jade exploring his connection to the world and those around him. “During his journey he’ll connect with family, old and new, and meet new friends along the way, potentially,” the agency said.

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“We wanted to tell a surprising, ambitious and winding story of connection that would span years,” said Alan Jones, Angelo An and Hywel James, creative directors on the campaign at FCB. “It was important to reflect Aotearoa today—celebrating the stories, people and places we all recognize but don't often see portrayed in advertising.”

“It is still early days, but the campaign is doing everything we hoped it would,” said Katherine Kazalbash, head of brand and marketing at One NZ. “Kiwis have noticed the work and want to know what’s next—we’re looking forward to sharing more of Jade’s journey soon.”

One NZ named FCB its agency of record following the launch of the “Let’s Get Connected” platform.

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