Wireless Wave ads make you fall in love with your phone

The Ad Missions panel ponders Grey Canada's latest work for Wireless Wave, new TV ads entitled "Sky High" and "Skipping Stones" that are based around a "Love the Phone" campaign from the agency's Vancouver office.

 

Robert Levy is president of BrandSpark International.
As with most telephone TV advertising, these ads are very enjoyable to watch, and I think they hit upon a core consumer insight: People really have strong relationships with their phones. While phones often continue to perform their basic needs, the concept of reminding people that they should "love" their phone could get them questioning whether they still do, and wondering whether they should change for something new even though a rational decision might not lead them to decide that they need a new phone. I much prefer the "Sky High" ad since it lets you know right away that the product is a phone. It is just as attention-grabbing as "Skipping Stones," with a strong humorous close. I am not sure why the announcer has a British accent; I don't think it adds to the commercial and it probably makes it seem like a foreign ad, which I don't think it is. I would also spend some more time showing the cool new phones, since this is what is supposed to attract people into stores.

 

Rob Wilson is professor of marketing at Ryerson University.

The first time I saw these commercials I liked them. Every additional time I watched them I liked them even more; they have that intangible ability to grow on you. Humour can be very effective, but it can also be dangerous if it is not used properly. These commercials are clever, fun and funny. I'm sure they appeal to the target audience, which is tech savvy and will relate to the core message instantly. The spots have excellent camera work, great casting and superb copy and a strong execution that brings a good idea to life. The tag line at the end is very strong and captures the message perfectly. This strategy and these executions lend themselves to a campaign with legs. I hope they produce more commercials in the same vein.

 

Garo Keresteci is president of Fuse Marketing Group.

I really like this campaign. They understand that I don't choose a wireless device for the individual bells and whistles: It really goes way deeper than that. I will probably never use the GPS capability, but I am somehow incredibly proud that my new phone can access a satellite to pinpoint my exact location. The folks at Wireless Wave know that I want to flaunt the device and show it off; there is a strong emotional connection with that shiny new phone ... it's love, really. They also understand that this love affair has a limited shelf life that expires probably about a day after they roll out the new version of my now ageing device. Every few years, Wireless Wave is there to help me get out of a loveless relationship and help me fall in love again. Nice business!