Islander Suggests a Better Way of Doing Things in Spectrum Mobile Ad

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Something Different teams with The Corner Shop’s James Rouse on oddball campaign
Islander Suggests a Better Way of Doing Things in Spectrum Mobile Ad

When a better idea comes along, some people are smart enough to abandon the old way of doing things …others not so much. A new, national advertising campaign conceived by Something Different introduces Charter Communications’ Spectrum Mobile service as 'a better way to mobile' through droll tales of people who cling to the old ways a little too long.

The campaign’s first spot centres on a group of primitive island dwellers who prod one of their fellows into swimming to a nearby atoll to fetch pineapples. After they reject his big idea of building a boat, he reluctantly dives in and is promptly devoured by a sea creature. The VO observes, eventually someone has a better idea, like a boat, or in this case with Spectrum Mobile, offering the fastest overall mobile speeds and reliability.

The campaign, which broke Thanksgiving Day, aims to highlight Spectrum Mobile features that are superior to those of other mobile providers, while nudging consumers out of their inertia to make the switch.

“We really wanted to make the point that just because something has always been done a certain way, it doesn’t mean that’s the right way to do it. That’s how Spectrum is looking at mobile,’” says Something Different chief creative Tommy Henvey, who credits the birth of the idea to creative director Richard Ryan. “The situations let us do that in a way that people will hopefully get a laugh from and, more importantly, get the message that there’s a better way out there.”

The campaign is directed by The Corner Shop’s James Rouse who presents the oddball situations with understated aplomb.

Something Different has been creating innovative advertising for Charter Communications’ Spectrum brand since the boutique agency’s launch in 2017. Its 'Monsters' campaign promotes Spectrum’s cable, internet and phone offerings through a group of demons, villains and fiends who are horrified by the evil practices of rival services.

“Charter continuously pushes us to do stuff that no one else is doing and then supports it by helping us get the right talent around it,” says Henvey. “From an agency’s standpoint, what more could you possibly want?”

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Agency

Agency: Something Different

Managing Partner: Patti McConnell

Partner/Chief Creative: Tommy Henvey

Creative Director: Richard Ryan

Senior Producer: Garrett Crabb

Director of Accounts: Meghan Linehan

Production

Production: The Corner Shop

Director: James Rouse

Executive Producer: Anna Hashimi

Head of Production: Jessica Miller

Producer: Benji Howell

Director of Photography: Antonio Paladino

Production Designer: Laura Sabat

Stylist: Lindsey McLean

Makeup Artist: Red Miller

Edit

Edit: Crew Cuts

Partner/Editor: Jake Jacobsen

2nd Editor: Craig Rohrer

Assistant Editor: Cal Ciarcia

Partner/Executive Producer: Nancy Jacobsen

Producer: Diana Seldin

Graphics: Benedict McNamara

Mixer: Roman Zeitlin

VFX

VFX: Framestore

VFX Supervisor: Martin Lazaro

Executive Producer: Dez Macleod-Veilleux

Director of Production: Sarah Hiddlestone

Senior Producer: Nick Fraser

Colour

Color: Color Collective

Partner/Colorist: Alex Bickel

Music

Music: JSM Music

CEO/CCO: Joel Simon

Executive Producer: Jeff Fiorello

Producer: Norm Felker

Producer: Andrew Manning

Genres: Comedy

Categories: Consumer Electronics, Mobile Devices

Something Different, 8 months ago