Vinnie Jones fronts BBH’s drive to reposition One2One

Vinnie Jones, the footballer-turned-film actor, is fronting a campaign to reposition One2One as an all-round communications system.

Vinnie Jones, the footballer-turned-film actor, is fronting a

campaign to reposition One2One as an all-round communications

system.



The jockey, Frankie Dettori, Joe Kinnear, Jones’s former manager at

Wimbledon, and even the footballer’s grandmother appear in the TV

commercial, which kicks off a pounds 30 million pre-Christmas campaign

in support of the brand.



Bartle Bogle Hegarty devised the film, which sets out to develop One2One

while continuing to use the celebrities that have become the hallmark of

its advertising.



The change is emphasised with a new line, ’Welcome 2 your world’, which

replaces the familiar one, ’Who would you most like to have a One2One

with?’.



The advertising promotes One2One as a flexible communications system -

that can transfer voice or data - by showing how Jones, the ex-Welsh

international whose film career was launched in Lock, Stock and Two

Smoking Barrels, keeps in touch with some of those closest to him on a

daily basis.



The film was written by James Sinclair, art directed by Ed Morris and

directed by Ringan Ledwidge for The End. Media buying is through

Motive.



Tim Yates, One2One’s marketing director, said the campaign reflected the

company’s development into a communications service which people could

take with them wherever they were and which would allow them to keep in

touch with every area of their lives.



’Our mission is to connect more people in more ways for more of the

time, and our new positioning articulates this,’ Yates added. ’The

commercial provokes viewers to think not just about Jones’s world but

also about their own web of communications.’



Radio and print advertising - all featuring a new typeface, colouring

and style for the brand - will support the TV campaign.



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