The TalkTalk family return to the nation’s TV screens this Christmas in the first ever candid, unscripted TV advert to reveal what Christmas really looks like in one British family home, when the film-makers are out of sight.
The telecoms brand will this evening unveil a new 60” TV advert created from authentic footage captured last Christmas in the TalkTalk family’s home, after fly-on-the-wall cameras were installed and left to roll.
Created by advertising agency CHI&Partners, the campaign offers an intimate, honest insight into the laughter, chaos and touching moments of the festive season as experienced by one family in the UK.
The 60” spot sees the return of the family and their dog Elvis– as featured in TalkTalk’s 2016 ‘This Stuff Matters’ campaign, which was shot using the same technique.
The 2016 campaign, also created by CHI&Partners, was heralded as an ambitious, authentic glimpse into family life in the UK – packing a surprising level of emotional punch and demonstrating the role connectivity plays in family life.
The campaign marked a turning point for TalkTalk, as the telecoms provider took a conscious move away from the increasingly promotional and gimmick-led advertising that tends to characterise the telecoms category – marking TalkTalk’s commitment to putting its customers at the heart of its business, in a return to its challenger roots.
In the new Christmas spot, the family are seen sharing all the little moments that really make Christmas special – from the decorations, gift-wrapping and unwrapping, to the jokes, food, bubbles, laughter and hugs; as well as the technology that binds it all together, from texts, video calls and singing to loved ones over the phone, to evenings together in front of the TV.
David Parslow, Group Marketing Director at TalkTalk, said: “Focussing on how real people live their lives, we’ve captured the little moments that make Christmas special, from picking at the leftovers to messaging absent friends and family to dozing together in-front of the TV. We wanted to show we understand what really matters to our customers, especially at this time of year, when the products we provide are instrumental in bringing the family together.”
Micky Tudor, Executive Creative Director at CHI&Partners, said: “Being able to get a genuine glimpse of our TalkTalk family as they laugh, love, hug, play and wrap presents incredibly badly over the festive season has been both joyous and oddly humbling for our team here at CHI&Partners – we hope this totally unscripted spot delights viewers and reminds them about what really matters, setting TalkTalk apart in amongst the glitz, tinsel, artifice and tear-jerkers that will probably dominate the ad break this Christmas.”
Created by Danny Hunt of CHI&Partners and directed by Tom Tagholm of Park Pictures, the ‘This Stuff Matters – Christmas’ campaign will be supported across print, digital and social media, with media planning and buying from media agency m/SIX. The print campaign features pictures shot by Olly Burn, who joined the family to capture candid moments as the family celebrated together.
Account Managers: Natasha Thomas, Jessica Sammonds
Creative Agency: CHI&Partners
Executive Creative Director: Micky Tudor & Yan Elliott
Planners: Matt Nixon, Katherine Barnett
Producers: Emily Hendrey, Adam Henderson
Production Assistant: Hannah Greene
Creatives: Danny Hunt