BBH uses ’trusted people’ in One2One spots

People who enjoy high levels of public trust and who use the One2One service are the stars of new TV and print advertising by the mobile phone company.

People who enjoy high levels of public trust and who use the

One2One service are the stars of new TV and print advertising by the

mobile phone company.



Firefighters, hospital staff and air traffic controllers all figure in

the campaign, devised by Bartle Bogle Hegarty, breaking next Tuesday and

due to run across the UK throughout August.



It is being spearheaded by three 30-second commercials featuring people

doing vital jobs who have chosen to use One2One in their day-to-day work

because of its reliability.



The films were shot on location using firefighters in Humberside as well

as workers at Manchester Airport and London’s Charing Cross

Hospital.



One ad features Humberside firefighters struggling to contain a fire,

the One2One music gradually rising above the noise. The endline is:

’Humberside Fire Brigade choose One2One.’



One2One, the smallest of the UK’s networks, has about 5.5 million

subscribers, giving it a 20 per cent market share. However, the company

has been given access to extra resource after its acquisition last year

by Deutsche Telecom.



The theme of the TV campaign is being replicated in 48- and 96-sheet

posters running nationally as well as ads in leading business

titles.



All the executions were written by Kim Papworth and art directed by Tony

Davidson. The commercials were directed by Dante Ariola for Propaganda.

Media is through Starcom Motive.



The new campaign marks a break with One2One’s use of celebrities. The

latest star was Vinnie Jones, the footballer-turned-actor, who fronted a

campaign last year to promote One2One as an effective all-round

communications system.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content