Telus' Phone Commercial Urges People to Unplug This Holiday Season
Laura McQuarrie — December 12, 2014 — Tech
References: marketingmag
Rather than promoting its devices as something that you must have for the holiday season and can't live without, this phone commercial from Telus advises that unplugging for the season to spend time with family instead.
The commercial stars a little girl and her bear magically bringing members of the family household together with the wave of a magical wand. Rather then pushing products, Anne Marie LeBerge, VP of brand and marketing communications describes that at Telus, "Yes we are a telco, and we sell phones, but we fundamentally believe that people should put their phone down, or their iPad, or turn off their TV—and go play with their children."
The commercial is being tied with the #HolidayMode campaign, which encourages people to share how they unplug for the holidays for the chance to win prizes.
The commercial stars a little girl and her bear magically bringing members of the family household together with the wave of a magical wand. Rather then pushing products, Anne Marie LeBerge, VP of brand and marketing communications describes that at Telus, "Yes we are a telco, and we sell phones, but we fundamentally believe that people should put their phone down, or their iPad, or turn off their TV—and go play with their children."
The commercial is being tied with the #HolidayMode campaign, which encourages people to share how they unplug for the holidays for the chance to win prizes.
Trend Themes
1. Unplugging for the Holidays - Telus' commercial encourages people to put down their devices and prioritize spending time with family during the holiday season.
2. Family-centric Advertising - The commercial highlights the importance of family time and promotes a shift away from technology-focused marketing.
3. Digital Detox Movement - The #HolidayMode campaign promotes the idea of taking a break from technology and embracing a digital detox during the holidays.
Industry Implications
1. Telecommunications - Telus' commercial challenges the traditional sales approach of promoting devices and instead focuses on valuing family time.
2. Advertising and Marketing - The commercial exemplifies a new approach to advertising that prioritizes promoting values and experiences over products.
3. Entertainment and Media - The #HolidayMode campaign taps into the growing trend of digital detoxes and promotes alternative ways to enjoy the holiday season.
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