Giant shells make a point about slow broadband in CityFibre ad
The latest spot from New Commercial Arts encourages users to switch to the network.
In its second integrated campaign of the year, CityFibre – a network currently being rolled out to up to 8m UK homes - dramatizes how it feels for consumers to have an unreliable and slow connection.
The creative concept from ad agency New Commercial Arts (NCA) depicts a family wearing giant snail shells, struggling to carry out their daily tasks at home. The shells being a metaphor for the burdensome nature of bad broadband and bring to life the impact of poor-quality broadband.
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“A challenger brand like CityFibre needs work that punches above its weight. Work that stands out from the category,” said Ian Heartfield, founder and executive creative director at NCA on the approach.
“Hence a family with snail shells on their backs, going about their painfully slow daily life due to painfully bad broadband. Until, that is, CityFibre rock up and rid them of their burdensome shells.”
It will run on Sky AdSmart and ITVX, targeted to residents in CityFibre’s coverage area, and will be complemented by paid digital, social, OOH, direct mail and email campaigns.