Giffgaff’s "The Big Swim", created by Who Wot Why, was chosen by The Thinkboxes Academy as winner of the March/April 2017 Thinkboxes award for TV ad creativity.
In the ad, Giffgaff’s USP – as a contract-free mobile network – is demonstrated by a woman at the pool who, rather than diving down from the board into the swimming pool, rockets up to the Moon, then Mars. Eventually she returns and dive-bombs into the pool beside her boyfriend, reinforcing the Giffgaff promise that users are "free to go, free to stay". The film is set to The Walker Brothers’ Stay with Me Baby.
"This brings to life an important message for us in the most epic way possible," Giffgaff brand director Tom Rainsford says. "We have always been a disruptive and market-challenging brand. We consistently challenge ourselves with our approach, and foster a creative team of exceptional talent which has produced this latest defining work." He adds: "Our campaigns continue to punch above their weight, showing there is a better way to do mobile in a noisy market full of Goliath brands."
"The Big Swim" was directed by Sean Thompson. The production company was Dark Energy.
Moneysupermarket.com’s "Epic Skeletor", created by Mother, won second place in the March/April Thinkboxes winners’ line up. In this ad, Masters of the Universe arch-villain Skeletor surprises us by waking up in a great mood then strutting out of the house accompanied by Irene Cara’s 1980s hit Fame.
"Danish Way", created by Fold7 for Carlsberg, and featuring actor Mads Mikkelsen, won third place.
Tom Rainsford, brand director, Giffgaff
"Our campaigns continue to punch above their weight, showing there is a better way to do mobile in a noisy market full of Goliath brands"
Client Tom Rainsford, brand director, Giffgaff
Creative agency Who Wot Why
Creative team Sean Thompson, Matt Gooden, Ben Walker
Production company Dark Energy
Director Sean Thompson
To watch the winning ad and view the full shortlist, go to www.thinkbox.tv/thinkboxes