This morning there is much discussion about the latest advertisement created by Telecom New Zealand. The video (see below) is apparently an office scene after Friday night drinks with staff lip-syncing to a popular song. So far so good – cutting edge, viral-esque and different.
Things get a bit more complex though. Turns out that the video was inspired from the Connected Venture video of a similar ilk.
It also turns out that the Telecom video was made in a fake office, with professional actors by high profile add agency Snitchi and Bitchi.
The twitterati, bloggerati and digerati have been quick to lash Telecom, saying it shows no imagination or vision and at first blush I agreed. But then I thought about it… Telecom New Zealand sells to (guessing here) four million or so New Zealanders. Of those Four millions I reckon about ten thousand understand what is wrong with the video and will watch it and be turned off. The remainder will be left thinking that it’s a hip message and Telecom is at the forefront of technology. If that is the case – who are we to judge? Telecom has no option but to “talk to” the highest proportion of its own customer base as possible – I know some of the marketing people within the organisation and I’m sure that they’ve thought about this stuff and considered the pros and cons of the ad.
That said, it does strike me as strange that Telecom didn’t just grab some pizzas and a few beers and a video camera and go and visit an office somewhere to create their own, authentic add. I guess it’s all about an appetite for risk within a publicly traded company.
Disclosure – Diversity Limited is a consultant to Telecom New Zealand and its subsidiaries.