A subscription service ad for tech? Not a scroll-stopper. A relationship break-up scene? Attention glue. Stink Studios has added brilliant words, flawless acting and an irresistible tagline, Something Better Always Comes Along, for Raylo, the subscription service for phones, laptops, tablets, consoles and other electronics.
The campaign is very different for the tech category. That difference pairs with the brand being a twist in the category (subscription over purchase). It’s Raylo’s first TV brand campaign in several years and the first work for the brand by Stick Studios after winning the business in a competitive pitch run directly by the client.
The campaign captures how quickly personal technology becomes outdated, and makes the case that if upgrading is inevitable, subscribing makes perfect sense. Rather than being stuck with ageing devices, Raylo lets people move on to something newer and better, which, it turns out, is not unlike the modern dating game.
The spot will run across mainstream TV on Channel 4, Channel 4 partners, VOD, and YouTube.
Shane Linehan, VP marketing at Raylo, stated, “Raylo has grown rapidly by giving people a better way to access the devices they love, and tech subscription is going mainstream. This is our biggest brand campaign yet – taking Raylo to a national audience with creative that makes people laugh. Stink Studios brought it to life brilliantly.”
Eytan Smith, senior creative at Stink Studios, commented, “The best philosophy you can have towards technology is much like the worst mentality you can have when dating – something better always comes along. Technology is evolving so fast, so why tie the knot with something you’ll be bored of in a few months? Subscribing to your tech means keeping things casual, so you can move on as soon as something else takes your fancy.”
Credits:
Client: Raylo
Agency: Stink Studios
Executive Creative Director: Rick Dodds
Creative Director: Kat Thomas
Senior Creative: Eytan Smith
Managing Executive Producer: Vicki Banwell
Senior Producer: Charlotte Armer
Producer: Meg Everett
Head of Strategy: Tom Barnes
Head of Design: Viv Greywoode
Motion & VFX Director: Tim Gardiner
Business Director: Ben Ingle
