Real Talk Talk

05.10.2016 Emotional Tech : Talk Talk : Candid Camera
TalkTalk This Stuff Matters by CHI&Partners, UK

UK – Talk Talk’s latest advert uses hidden cameras to show how technology can bring a family closer together.

  • The campaign was created by agency CHI & Partners and director Tom Tagholm
  • The piece shows family members experiencing a broad range of emotions while interacting with various forms of technology

Referencing reality tv shows such as Gogglebox, the ad uses unmanned cameras to study an ordinary British family at home over two weeks.

The piece captures family members laughing at something on a tablet, using Snapchat filters and collectively watching television. The advert illustrates not only how central technology has become to the modern family, but also how it can bring people closer together rather than isolating them.

The advert plays up the kinship between various members of the family by showing tender moments, such as a brother and sister sharing a hug in the kitchen and the mother crying in front of the television before sharing a smile with someone off-camera.

‘This is a very brave, completely unprecedented campaign, which proves that the small, humble moments of everyday life have as much power to capture our imaginations and move us as the big, glossy, aspirational scenes of traditional advertising,’ CHI & Partners creative partner Micky Tudor told Creativity Online.

The Big Picture

Brands need to show consumers how their offer can help them experience a fuller, more varied emotional palette if they are to really connect. See our macrotrend The E-motional Economy for more.

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