Stuart Hall, the former It’s a Knockout presenter and garrulous
Radio 5 Live sports reporter, puts his habitual babble to use in the
latest commercial for One2One mobile phones.
The 30-second ad, created by Bartle Bogle Hegarty, uses Hall to show how
users can enjoy unrestricted talk with the One2One service.
The ad, called ’commentator’, is set at a football match and focuses on
journalists filing their reports after a goal has been scored. Two of
the commentators use their mobile phones to give brief updates on a late
goal which has put City 1-0 up.
But Hall, who is on a One2One phone, rambles on in his inimitable
’With that goal in the dying moments, City have risen from the depths
like an ascending Atlantis,’ he enthuses.
As he gets ever more excited at the prospect of City reaching the next
round of the cup, his commentary becomes increasingly florid and the
members of the press box become distracted by his antics. They end up
trying to calm him down rather than watching the match.
The ad, which rolls out this week across most ITV regions, Channel 4,
and satellite channels, uses the endline: ’With more free minutes for
your money, our mobile phone network really gets people talking.’
The ad was written and art directed by the BBH creative director, Bruce
Crouch. It was directed by Theo Delaney through Tomboy Films. Media was
planned and bought by Motive.
The new TV ad is part of a pounds 15 million One2One marketing campaign
which will run between now and December.
Last week, the One2One campaign collected the Incorporated Society of
British Advertisers’ award for the best new entrant at this year’s IPA
Advertising Effectiveness awards.