Vodafone is highlighting the benefits of 5G network in New Zealand in an emotional film.
The campaign titled Huxley, developed by DDB New Zealand, follows Vodafone's movining to the 5G network by December in New Zealand. The film aims to enlighten Kiwis about the 5G technology with an emotional narrative where it shows the bond love between a bereaved widower and his dog.
The widower's dog is sick and he takes him to the veterinary where the dog is injected and one thinks he's no more while another video with a man engaged on his phone is being shown in parallel. It is later revealed that the man is the surgeon and is operating on the dog remotely and the operation is successful with the dog coming to life again with stitches.
According to Damon Stapleton, DDB regional chief creative officer Australia and New Zealand, the interesting thing about the campaign was the task of getting people emotionally invested in what could be seen as just a technological upgrade.
He added: “This was a big task. We had to make people feel something for an intangible gift. We consciously decided not to go too crazy futuristic – we wanted this grounded in human truth. That’s part of the reason for the 120’ spot. We needed to spend the time to connect the dots between 5G and a better life.”
Nileema Allerston, Vodafone New Zealand’s masterbrand manager, said: “We are beyond excited to bring a world-class 5G network to New Zealanders. We’ve been so inspired by the 5G transformations in our other markets - including the first remote surgeries. After seeing this first release of the Huxley campaign, I think people will begin to realise how 5G can genuinely change how we connect.”
The debut Huxley TVC will roll out in 120”, 60”, 30” and 15” formats.
Vodafone recently moved £400m global media business from Wavemaker into Carat.
: 'Huxley - Life to the power of 5G'
Gary Steele, Executive Creative Director