Vodafone Ireland's recent ads via Grey London have leaned into the emotional side of technology, as well portraying a more authentic side to family life that's not all rosy and perfect (a little like Ikea's Scandinavian work in recent years).
A touching back-to-school ad recently looked at internet security, and now the telco is using the story of a teenager and her life with divorced parents to promote its connected home technology, GigaHome.
Its new ad revolves around a teenage girl and her separated parents, who remain united in co-parenting her. Her Dad turns up each day to pick her up for school (texting her each time he arrives), helping her through teenage crises including homework arguments and her first heartbreak. The tagline is "Connections you can always rely on." The spot shows each member of the family using their various devices on the family WiFi as well as outside in the car and on their mobile phones as they connect about the different situations they are dealing with.
The spot, directed by James Rouse via Biscuit, is aimed at families with older children, heavy broadband users and multi-device households, using the everyday life of the family to highlight the benefit of the GigaHome product.
"We instantly fell in love with this script from Grey as it celebrates just how powerful the connections you can always rely on in life truly are through a beautiful, relatable story of a modern Irish family,” said Orla Nagle, head of brand at Vodafone Ireland, in a statement.
“Reliability can be a funny thing: the more reliable something or someone is, the more invisible it becomes," added
Pedro Rosa and Roberto Kilciauskas, group creative directors at Grey London, in a joint statement. "By shining a light on the importance of having a reliable connection in life and drawing a parallel with GigaHome, we created a relatable story and reinforced the brand’s credentials around bringing emotional human-led stories to its Irish audience.”