Vinnie Jones, the footballer-turned-film actor, is fronting a
campaign to reposition One2One as an all-round communications
system.
The jockey, Frankie Dettori, Joe Kinnear, Jones’s former manager at
Wimbledon, and even the footballer’s grandmother appear in the TV
commercial, which kicks off a pounds 30 million pre-Christmas campaign
in support of the brand.
Bartle Bogle Hegarty devised the film, which sets out to develop One2One
while continuing to use the celebrities that have become the hallmark of
its advertising.
The change is emphasised with a new line, ’Welcome 2 your world’, which
replaces the familiar one, ’Who would you most like to have a One2One
with?’.
The advertising promotes One2One as a flexible communications system -
that can transfer voice or data - by showing how Jones, the ex-Welsh
international whose film career was launched in Lock, Stock and Two
Smoking Barrels, keeps in touch with some of those closest to him on a
daily basis.
The film was written by James Sinclair, art directed by Ed Morris and
directed by Ringan Ledwidge for The End. Media buying is through
Motive.
Tim Yates, One2One’s marketing director, said the campaign reflected the
company’s development into a communications service which people could
take with them wherever they were and which would allow them to keep in
touch with every area of their lives.
’Our mission is to connect more people in more ways for more of the
time, and our new positioning articulates this,’ Yates added. ’The
commercial provokes viewers to think not just about Jones’s world but
also about their own web of communications.’
Radio and print advertising - all featuring a new typeface, colouring
and style for the brand - will support the TV campaign.
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