U.K. mobile operator O2 has launched a fun new campaign that reminds us that although we’ve all become bored and jaded, “the modern world is astonishing” and “we can do the most incredible things.” (An echo of Louis C.K.’s “Everything is amazing and nobody is happy.”) The Telefónica brand urges consumers to “be open to amazing new technology and what it can do”—by being more like a dog than a cat.
The “Be More Dog” campaign likens people to cats (aloof, unimpressed) and advises us to be “be a bit more dog” because “to them, life is amazing.” The message is that we’ve become so cynical that we’ve lost all sense of wonder at the joys of modern technology. The commercial, which keeps the focus off O2 itself, extols the canine’s approach to life while showing the type of delightful pet shots that will get distracted viewers to stop and watch. It also refers viewers to bemoredog.com, where they can play a “grab the Frisbee” game and link to more information about O2’s offerings.
Brands are more likely to connect with today’s anxious consumers by emphasizing the core value of hope, inspiring optimism rather than stoking fears, as we’ve long noted. O2 has found a way to tie its brand to a life-affirming message that most viewers can connect with, illustrated with the most viral of digital themes.
Photo Credit: O2