A surreal journey in a quarter of a car. You’re going to pay attention. The 90-second spot by Colenso BBDO for Spark, shows how “life gets more epic when you’re with a powerful network”.
The unexpected journey, directed by Sweetshop’s Damien Shatford, starts with phone issues, leading a young woman to borrow her mate’s phone. After discovering her friend is on the Spark network, the story takes a wild turn as the passenger section of the car splits off and propels her on a journey no one saw coming.
The campaign begins a refreshed brand direction as Spark unveils its new positioning, It’s better with Spark.
Kimberley Ragan, Colenso group creative director, explained, “We set out to tell a story that draws people in and gets them curious about our network. And what better way than Spark powering someone’s cross-country journey in a quarter of a car? It’s bold, it’s joyful, and it captures the feeling of being with Spark.”
While Spark has the accolades to demonstrate the power of their network – it currently hold s#1 mobile network coverage in NZ (as awarded by Opensignal in the September 2024 NZ Mobile Network Experience report) – the campaign is all about the feeling that better brings.
Hannah Bay, brand experience chapter area lead at Spark NZ, stated, “Our new campaign is an ode to discovery – more connection, more possibilities, more of what matters to you with Spark. We hope it brings a sense of joy and wonder to New Zealanders.”
The campaign launched on September 21 with a two-minute hero spot airing in cinema. It is being supported by 90-, 30-, and 15-second cutdowns, social assets, and executions across most media channels.
Credits:
Client: Spark New Zealand
Data & Marketing Director: Matt Bain
Brand Experience Chapter Area Lead: Hannah Bay
Chapter Lead – Brand: Olivia Wright
Brand Partner: Ingrid Bennie
Creative Agency: Colenso BBDO
Media Agency: PHD
Production Company: The Sweetshop
Director: Damien Shatford
DOP: Sam Chiplin
Executive Producer: Jimena Murray
Audio: Craig Matushka @ Liquid Studios
