The first of the two observes Evelyn and Margaret, two grandmothers bragging about their grandchildren. While Margaret does so with a photo album, Evelyn whips out her tablet and with the push of a button closes the blinds to turn the living room on to a cinema with the children on the screen.
“Buckle up, Margaret! This is the future of bragging,” says Evelyn.
The second of the videos watches a barista, Emma, take to her smartphone to communicate with two Swedish customers. However, while the translation app allows her to ask if they would like the Kiwi breakfast, the use of “Kiwi” as a reference to New Zealanders and not the bird causes some confusion and concern.
“But Kiwis are endangered, no?”, asks one of the Swedes.
The campaign follows a rebrand by the telco last year, for which it replaced the eight-year-old ‘Power to you’ slogan with ‘The future is exciting. Ready?’.
The announcement came in the form of a TVC telling the evolving story of how the word ‘hello’ has been communicated between people over the decades.
While the campaign was developed by WPP agencies MEC, Santo, Brand Union and Kantar, the local version includes a few elements introduced by FCB.
