Rainey Kelly Campbell Roalfe this week launches Ionica, a new fixed-line
phone service, in an pounds 11 million TV and poster campaign.
The epic launch ad, which was directed by Daniel Barber through Rose
Hackney Barber, depicts the journey of an Ionica phone call, following
the signal through the air to its destination.
The signal soars over landscapes and motorways and encounters an angel
and a flying-saucer, before reaching the recipient of the call.
The rising Brit-pop band, Ocean Colour Scene, has re-recorded the
Thunderclap Newman song, Something in the Air, to provide a rousing
soundtrack for the commercial. The film was art directed by Andy Blood
and written by Richard Beesening.
Ionica’s service uses radio wave technology, which it claims provides a
cleaner and more environmentally frien-dly means of communication.
By keeping expensive hardware to a minimum, Ionica aims to develop its
service in line with consumer demand.
M. T. Rainey, the planning partner at Rainey Kelly, said: ‘In order to
make people believe that Ionica is significantly cheaper, we had to
communicate the technology - but nobody is interested in technology, so
we have used the airborne metaphor.’
The TV work is backed by a poster drive featuring cloudscapes. Media
planning and buying was by Pattison Horswell Durden.