Slice of life commercials don’t always hit the spot. This one does. BBH London has given Tesco Mobile a charming montage of moments of connection, delivered with just a dash of wit. It is made up of intimate, everyday moments showing the personal ‘networks’ that carry us through life. From groups self-named, The Motherhood to Famalam, the film captures the threads of friendship and family. Casting focused on real families and real relationships to bring an authentic sense of warmth and honesty to screen, allowing the campaign to feel lived-in, human and recognisable.
The commercial leads their campaign, Your Second Most Important Network, that is built from a simple human truth – the most important networks in our lives will always be the people we talk to all of the time. Everything else simply helps keep us connected to them.
Laura Joseph, chief customer officer, Tesco Mobile, stated, “Your most important network will always be the people you love, the ones you turn to, lean on and share everyday moments with. We’re confident enough to say we’re not trying to replace that; our role is simply to make sure nothing gets in the way of staying connected to them. ‘Your Second Most Important Network’ is a celebration of those human relationships and a reminder that while we take care of the technology, life’s most meaningful connections are the ones between each other.”
Felipe Serradourada Guimaraes, ECD at BBH, added, “Your second most important network is an incredibly simple, bold and insightful thought for a telco brand. Acknowledging you are not the most important one in the room is a move that only confident brands know how to make.”
The full UK campaign covers TV, VOD, cinema, out-of-home, press, radio, retail, CRM and social.
In outdoor and press, the work draws on a relatable behaviour – many people keep their “most important network” on their lock screens. BBH used this as a striking visual device in 6-sheets and static formats to deliver the message with clarity and simplicity.
The campaign runs for six weeks with media planned by EssenceMediaCom UK.
Credits:
Client: Tesco Mobile
Chief Customer Officer: Laura Joseph
Marketing Director: Emma Herridge
Brand Campaigns Lead: Zea Westwick
Brand Campaign Managers: Carolina Molina & Jessica Ruan
Advertising Agency: Bartle Bogle Hegarty
CEO: Karen Martin
Executive Creative Director: Felipe Guimaraes
Deputy Strategy Officer: Saskia Jones
Creative Director: Frances Leach
Creatives: Marc Rayson and Callum Prior
Business Lead: Tessa Brisbane
Account Director: Atalanta Purce
Account Manager: Ellise Logan
Film Producer: Rebecca Ellis
Assistant Film Producer: Ted MacDonnell
Print Producer: Micah Waring
Planners: Phoebe Fielding & Tom Papaloizou
Senior Designer: Matthew Manlove
Creative Production Lead: Connor Farrow-Guy
Media Agency: EssenceMediacom
Production Company: Magna Studios
Director: Novemba
DOP: David Foulkes
Executive Producer: Joel Spencer
Producer: Luke Goodrum
Production Manager: Kelly Brown
1st AD: Julian Richards
Production Designer: Alexandra Toomey
Editor: Stephen Dunne
Post-Production Company: Rascal Post
Post-Production Producers: Jenna Le Noury, Callum O’Brien, and Rose Crisp
VFX Supervisor: Holly Mclean
Sound Studio: 750
Sound Engineers: Sam Ashwell & Giselle Hall
Music Company: Black Sheep Music
Music Supervisors: Hywel Evans & Daniel Olaifa
