Magazine article Marketing

Adwatch: T-Mobile - 'Priceless Roman Vase'

Magazine article Marketing

Adwatch: T-Mobile - 'Priceless Roman Vase'

Article excerpt

An archaeological dig somewhere in rural England. A young bloke finds a priceless Roman vase, dusts it down and chucks it away. No, it's not an ad for Specsavers. It's part of a big price campaign from T-Mobile. The message is - see if you can find more minutes for pounds 30. The assumption being, I guess, that you can't.

The strategy is clear. In a world where talk is no longer cheap, you'd better be talking to T-Mobile. The gag is well delivered and the ad is slickly produced. But there's a bit of a clunky moment when the endline comes in. Cheap minutes are an odd thing for a grown man to be looking for, and the connection with the offer could have been made clearer.

However, I'm sure some clients would have an even bigger beef. With belt-tightening now officially Britain's number-one hobby, why waste 25 precious seconds on old pots when you could be banging on about the precious 30 quid.

The difference is, this is the world of mobile phones. …

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