The U.K. telecoms firm TalkTalk has taken a reality TV-style approach to advertising in its latest campaign, which features footage of an ordinary British family filmed over two weeks by unmanned cameras.

Tom Tagholm, the Park Pictures director known for his "Meet the Superhumans" campaign for Channel 4, worked on the campaign, with agency CHI & Partners. The aim, says TalkTalk, is to reveal the "central roles technology and connectivity have come to play within the family unit." But the edited footage isn't just about people on their phones, tablets or watching TV (although those things do appear, and the latter is very reminiscent of hit show "Gogglebox.") It also captures real-life moments, both funny and emotional, in the life of the family, who were cast after a three-month search.

As well as the launch film, seen here, the campaign will consist of a series of ten films, centered around the strapline "It matters" -- for example "Telly after a hard day's work. It matters," or "Boys. They matter." Print and out-of-home executions will feature stills from Olly Burn, a photographer who joined the family for two weekends in order to capture moments from their day-to-day lives.

Micky Tudor, Creative Partner at CHI & Partners, said: "This is a very brave, completely unprecedented campaign, which proves that the small, humble moments of everyday life have as much power to capture our imaginations and move us as do the big, glossy, aspirational scenes of traditional advertising. We're incredibly proud of it, and we feel we've stumbled across some truths about family life today that no other brand has yet touched on."