Spark shows detail is everything in new America’s Cup campaign via Colenso BBDO
Spark has launched a new campaign for the America’s Cup entitled ‘Detail is Everything’, created in collaboration with Colenso BBDO. The campaign shows the importance of focusing on the detail.
Spark’s 5G coverage on the course gave Emirates Team New Zealand one of the most precious commodities in the America’s Cup – time. Engineers were able to make design improvements far quicker thanks to 5G, which enabled the team to stream real time data straight off Te Rehutai and back to base during testing. It’s details like this that make all the difference.
Shot by A. J. Greenwood from Finch, the launch AV follows the story of Ruby, our 7-year-old stone collector as she relentlessly searches for the perfect skimmer. She journeys high and low, obsessing over the smallest of details, knowing that they will make all the difference. Eventually all her hard work pays off, and the stone is sent flying across the surface of the water much like the boat.
While Spark isn’t in the business of selling stones, it’s this same ethos that fuels Emirates Team New Zealand’s design process. The team is forever improving and refining the boat in order to gain a competitive edge. Spark 5G is helping power this innovation process, so the team can continue to push the limits of design and gain extra knots when on the water.
The campaign will be running for the duration of the America’s Cup across TVC, cinema, digital and social.
Says Dan Wright, group executive creative director at Colenso BBDO: “We love telling humble stories about high stakes with Spark. And Emirates Team New Zealand know the America’s Cup is won or lost on millimetre differences. It’s a gift for storytelling to have such perfectly-aligned partners.”
Says Ingrid Bennie, campaign lead, Spark: “In a race where time is everything, we’re proud to be able to support Emirates Team New Zealand to gain more of it with our low latency, high bandwidth 5G network. Before the team had access to 5G, data from Te Rehutai would be taken from the chase boat then raced back to base to inform the next design improvements. 5G has removed this delay and engineers now receive the data in real time.”
Client: Spark New Zealand
Agency: Colenso BBDO
Production Company: FINCH
10 Comments
Story not bad. Then whoa, what? It’s an ad about sailing… and 5G? And the details in them? This will sail right over the public’s head (with or without 5G).
Maybe just chop the whole end off and make it for AUT, “We want the relentless” or something.
I found it confusing. Even my kids called it strange and said they didn’t understand it.
As for the Blondie track; hasn’t that track been used to death in Adland?
The OOH is pretty bad too. Talk about straight to studio.
This is so truly awful, it makes me like that Steinlager spot
That version is killer.
Sure, the detail in picking just the right skipping stone makes a nice connection to sailing. But what doesn’t come through in the TVC is the connection to 5G (or Vodafone). It’s great that there is a heap of relevance behind the scenes, but this just isn’t evident in the film.
Extremely simplistic, bordering on stupid. And the kid can’t throw.
Oh, Marvin the Miserable. She’s just a little kid making an ad for tv. Probably been a highlight of her young life til some miserable twit goes all critical. And just because you see her move her arm back you don’t actually see who throws the stone…probably a stuntman! Or woman or magic stone thrower. Lighten up and give the kid a break.
What is the little girl getting done when she takes the stone to her father ?
Jeez. Lighten up. Firstly, has it occurred to you that the girl doesn’t necessarily do the skipping of the stone. The music is catchy. The girl gives her father/grandfather/whoever the stone to scrape off a barnacle we actually see during the ad. People are so picky and bitchy. Lighten up and stop all your pathetic whinging. She’s just a little girl doing an ad for tv…probably was exciting…until she reads miserable stuff from the armchair critics.
Where was the beach scene, with the beached ship in the background, shot?