O2 is tapping into the country's excitement as indoor hospitality restrictions are partially lifted in England on Monday (17 May) with its latest TV campaign.
Set to a re-recording of uplifting classic Ooh Child, sung by Brit-nominated Anne Marie and The House Gospel Choir, the ad follows a series of people as they get ready to go out after a year of restrictions. There is a familiar scene of a group of young men using hair clippers at home and a young woman dyeing her hair in the kitchen sink.
The focus then shifts to a café reopening for indoor service and lights being switched back on at a theatre and sports stadium. O2’s robot character, Bubl, is seen throughout helping people getting ready to go out and venues get ready for their arrival. The reference to small and large venues opening up is designed to draw attention to the range of leisure and entertainment possibilities that O2 Priority opens up for its customers.
The campaign was created by Adam Arber, Austin Richards, Amy Taylor, Louise Organ, Geneva Stanton, Ellie Foster Middleton and Eleanor Weitzer at VCCP, and directed by Maceo Frost through Knucklehead. The media agency is Havas.
The fully integrated campaign will run all summer on TV, online, audio and out of home. O2 is testing the new online video format, Good-Loop, which will make a donation to music therapy charity, Nordoff Robbins, for every 50% view of its 20-second online Priority Tickets spot.