U.K. mobile network O2 explores the "new normal" of mobile etiquette as part of a major new campaign that has replaced its well-known "Be More Dog" ads.
A series of online films explore such areas as selfie culture, photographing your food and whether it's acceptable to take your phone to the toilet. There's also the question of whether it's normal to meet someone "in real life" in 2016, and whether phones have become "indispensible."
The mini-documentaries, filmed by BAFTA-winning documentary maker Stevan Riley (whose work includes Marlon Brando biopic "Listen to Me Marlon") capture some fascinating and even fairly disturbing insights from its subjects; for example, a young man who says he can "only really be myself" when on his phone, and a woman who sat in the house "shaking and rocking" when she thought her phone was lost. That's fairly edgy territory for a mobile brand, but the content is all the more authentic for it. It's designed to spark a social media debate around the #newnormal hashtag.
The social films link to a more mainstream TV spot, breaking this week, in which the phone is characterized as a "gift that keeps on giving," providing access to freebies like priority restaurant bookings and show tickets. Further ads will follow, and the campaign, by VCCP, will also include digital OOH advertising, cinema and retail. The tagline for the wider campaign is "More for you."
The previous campaign, "Be More Dog," has been running since 2013. Nina Bibby, marketing and consumer director at O2, said in a statement: "'Be more dog' was ahead of the curve when it hit our screens back in 2013. It acted as a rallying cry, encouraging customers to be confident with the possibilities of new technology. Customers feel confident today and the time has come for the next chapter in the O2 brand narrative, by introducing 'More for you.' Our phones connect us to the people and things we love, they have replaced our diaries and hold our memories -- our phones have literally become extensions of ourselves. So it's our role to make sure that people are connecting with their phones in a way which enhances their lives."