Media: TV
Category: Telecommunications
Client: Tesco Mobile
Agency: The Community
Agency: The Community
Executive Creative Director: Mark Hunter
Managing Director: Ryan Lietaer
Creative Director/Copywriter: Ed Copeland
Creative Director/Art Director: Lee Williams
Senior Producer: Ally Gunn/ Leah Mitchell-Waite
Account Director: Fiona Robertson
Account Manager: David Jenkins
Senior Interactive Project Manager: Mark Clifford
Head of Design: Adam Brewster
Design Manager: Marcos Quinn/ Stephen Vaughan
Production Company: Outsider
Director: Max Fisher
Producer: Joseph Taussig
Director of Photography: Jaime Feliu
Casting – Anna McAuley Casting
Photographer: Hannah Maule-Ffinch
Production Agent: Germaine Walker
Published: April 2018
Synopsis:
The work, created by the community London and directed by Max Fisher at Outsider, features non-actors using their phones in a myriad of different ways, reminding us just how integral mobile phones have become to our lives.
By capturing true moments of modern British life and depicting both the good and the bad experiences people have with their phones, Tesco Mobile sets itself apart from the hyperbole and celebrity endorsement that currently saturate the category.
The work remains predicated on the notion that mobile phones have become integral parts of our lives. For example, the 30-second spot features British non-actors utilizing their phones in several different ways. One woman uses her front-facing camera to apply mascara on the tube, while a father and son play with Snapchat filters. A couple hugs, while the man in the relationship checks his texts quite literally behind his partner’s back. Through highlighting cell phones’ ubiquity, Tesco Mobile underscores their importance and showcases the brand’s dedication to making customers’ lives better through specific product designs.