O2 is seeking to reinvent itself as a beacon of positivity with its latest advertising campaign, which encourages consumers to "be more dog". The ad tells the story of a cat – voiced by the actor Julian Barratt – that starts swimming in ponds, fetching sticks and chasing cars after deciding to become less aloof and more enthusiastic, like a dog. The campaign, created by VCCP, aims to persuade consumers to be less cynical and embrace new technologies. It will air on TV and in cinemas, and will be supported by social media, outdoor, in-store and online executions. O2 is also organising activities and events to encourage its employees to "be more dog". The ad was created by Nathaniel White and Ben Daly, and directed by Keith Schofield through Caviar.
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