Miles Calcraft Briginshaw Duffy has launched an pounds 8 million
multimedia campaign for breathe, the internet service provider.
The campaign will be spearheaded by 60-second and 30-second television
spots which break this week and will also cover cinema, press, posters,
radio and online activity.
It targets 18- to 28-year-olds for whom sophisticated technology is part
of daily life.
The 60-seond execution opens on a young man sitting in a cafe. As the
sound of his breathing mingles with the soundtrack, the plate in front
of him begins to sway in time with his breathing.
The man then walks into a bowling alley and we see the bowling balls
roll up and down the alleys - again in time with his breathing.
After locking eyes with a good-looking girl, the couple walk together
past a building site. The tarpaulin on the scaffolding moves in and out
as they breathe in tandem.
The spot ends with a voiceover, saying: ’It’s amazing what happens when
you breathe,’ and the endline ’mobile internet on any network’.
Breathe aims to offer a one-stop shop for accessing information,
services, resources and content on the web. Its technology allows the
creation of personalised portals that will be accessible by laptops,
wireless applica-tion protocol-enabled mobile phones, palm organisers
and personal computers.
Sean Gardner, the chief operating officer at breathe, said: ’The
challenge was to create a memorable and impactful film that was also
well branded. Miles Calcraft has done a fantastic job and we are all
delighted with it.’
Jeremy Miles, the agency’s chairman, added: ’We hope that with this
advertising we will help build breathe as a leading-edge yet funky