Tesco Mobile has unveiled the second instalment in its ‘It Pays to be Connected’ brand platform, with ‘New Parent Posse’ celebrating the exuberance of parenthood.
Developed by creative agency BBH London, the 60-second film sees an exasperated mother describing the escapades of an over-sharing father on a ‘new parents’ group chat which is now more than eight years old.
Directed by Fred Rowson through Blink, the film showcases the extensive coverage of the Tesco Mobile network with the overly keen dad in question still sending endless update despite moving ‘off-grid’ in Wales.
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Copywritten by Katy David and art-directed by Simran Sidhu, the film forms part of an overarching campaign encompassing TV, out-of-home, social media and print.
The work follows on from last month’s ‘Pavement Pounders’ also directed by Rowson, in which we meet an office worker who has fallen victim to a nauseatingly positive work running group chat.
Despite not running himself and feeling all the worse for it, he is still bombarded by constant fitness updates from his colleagues, even when they’re abroad – with their Tesco Mobile memberships giving them free EU roaming.
