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New TalkTalk campaign by CHI&Partners uses 16 unmanned cameras to film a real family for two weeks

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TalkTalk have launched a new brand campaign, which offers a candid glimpse into how modern families live their lives today and the central roles technology and connectivity have come to play within the family unit. Created by CHI&Partners, “This Stuff Matters” represents a turning point for TalkTalk as well as a departure from previous advertising within the telecoms category. It was created by installing 16 unmanned cameras in a real family home, filming non-stop for two weeks in order to capture authentic, unscripted footage of the life of one British family. It's a concept that borrows more than a little from Gogglebox, but it works, as many of the moments captured feel a little less obviously scripted than the ones featured in the popular Channel 4 series.

People are fed up of confusing packages and loud advertising”

Breaking on TV and spanning video-on-demand, cinema, press, out-of-home, social content and PR, the multichannel campaign features a real family of TalkTalk customers: a mum and dad, Julie and Paul; two sons and two daughters, Peter, Harry, Sophie and Lucy; a niece, Daisy; and the family dog, Elvis. The campaign is woven together in a series of ten films, with a cleverly adjustable strap line “X. It matters.” (For example “Telly after a hard day’s work. It matters” or “Boys. They matter.”) The films spotlight all the little moments in life that matter and the role TalkTalk’s products and services play in them, from navigating TV dinners with a dog on the sofa, to texting boyfriends, to teaching Auntie Julie how to use her tablet.

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This Stuff Matters was created by CHI&Partners’ Danny Hunt, Dan Watts and Rob Webster, and directed by Park Pictures’ Tom Tagholm; the same team behind Channel 4’s 2012 Paralympics campaign “Meet the Superhumans.” The casting process alone took three months, followed by a creative process which involved going through hundreds of hours’ worth of footage to find all the moments that make up the fabric of family life, with all its ups and downs.

This campaign proves that humble moments have the power to capture our imaginations”

Micky Tudor, Creative Partner at CHI&Partners, said: “This is a very brave, completely unprecedented campaign, which proves that the small, humble moments of everyday life have as much power to capture our imaginations and move us as do the big, glossy, aspirational scenes of traditional advertising. We’re incredibly proud of it, and we feel we’ve stumbled across some truths about family life today that no other brand has yet touched on. We hope the people of Britain love it as much as we do.”

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The campaign will roll out nationwide, breaking this week with one 60 second spot (below), with nine more 30 and 20 second spots appearing from the 10th of October. Media planning and buying was delivered by m/SIX. Print and out-of-home executions feature photography from Olly Burn (the photographer for CHI&Partners’ Lexus Hoverboard campaign) who joined the family for two weekends in order to capture moments from their day-to-day lives in stills. The campaign forms part of a number of major changes TalkTalk is making to further put customers at the heart of its business and return to its challenger roots.

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