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NB: as of 23 September 2008, all new artSMart articles are being published on the site news.artsmart.co.za.

3G CAMPAIGN (article first published : 2005-07-13)

It was the tough task of ad agency Y&R to bring client MTN's answer to the Third Generation (3G) phone to the public in a clear yet creative and entertaining manner.

The multifaceted nature of the 3G and existing misconceptions about the product required extensive public education about the capabilities and phenomenal features offered by 3G. To address this challenge, Y&R called on the creative prowess and artistic vision of Arlene Levitan (copywriter) and Ashika Asharam (Art Director) to conceptualise and develop a campaign that would clear up any misconception about the product's capabilities.

The result is a beautifully crafted campaign that taps into the emotions yet demonstrates this revolutionary concept in telecoms.

The television campaign features a shy, curly haired six year-old having a casual conversation with her mum while all around them bubbles are wafting through the air - a perfectly normal image of suburban bliss, a mother and her daughter sharing the day's comings and goings. To our amazement the camera pulls back and we realise that Mum is in fact miles away and that mother and daughter are busy communicating via video phone - courtesy of MTN 3G. With the poignant rendition of 'The first time ever I saw your face' in the background we learn about the world-shrinking capabilities of the 3G phone.

"In today's demanding world the ad finds tremendous resonance," says campaign client service director, Michele Flynn, "everyone can relate to it and it clearly illustrates the extraordinary attributes of the product".

The television advert is supported by a print campaign consisting of a series of photographs by Shahn Rowe.




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