By Malay Desai
From: UK, by WCRS
Hollywood actor Bruce Willis, playing himself, storms into the office of an internet provider, demanding to speak to the manager. He shows his laptop and rants how download limits hinder his surfing experience. The manager tries lowering the resolution, to which Willis explains how he wants clear, larger-than-life visuals on screen. A woman executive, who’s been awed by this, spills out ‘Sky Broadband’ and suggests it’s unlimited, ‘like me’. Willis walks away with the elated woman in tow, before the product window and company logo show on screen.
Why we Like
We’re back to the UK, our preferred market to peep into outstanding campaigns, and here’s one which does exactly that thanks to some clever usage of a celebrity. After Virgin Media, Sky’s competitor in the cluttered internet provider space came up with gold with Usain Bolt’s spots earlier this year, Sky’s power-packed retort is as classy if not better. First things first, the sole reason we’re talking about this spot is Hollywood’s favourite action hero Willis. He’s an unusual candidate to talk about internet speeds but then his treatment here as a disgruntled customer of a rival company’s service is impactful. By getting him to huff and puff (wearing what looks like a bathrobe!) and giving a piece of his mind to the manager, the narrative conveys the sheer annoyance of using another broadband. Later, when he rants about wanting ‘People on the verge of mass destruction saving people’s lives on a daily basis…’ and asks, ‘Does that sound small to you?’ the X-factor is right there.
His ‘superhuman’ stereotype tapped AND he’s playing himself at the same time, creating cool comical value.
This spot is watchable multiple times because of the total amusement the star-struck female executive creates by her behaviour. Of course her punchline turns the ad around but her hysterical expressions make it even better. Also, multiple viewings will reveal that she’s not single either, more brownie points to the agency for details. If you have an Usain Bolt in your kitty to show off ‘speed’, you could make him do anything and the ad will serve its purpose. But for the majority brands shelling millions for huge local celebrities, hard thinking is essential. It’s only an occasionally done exercise for Indian brands, despite our scene dotted with celebs for all sizes and budgets. Also, when was the last time an ad for a regular product was delightfully naughty?
