Telecom firm O2 is spotlighting the role it can play in connecting people during life’s “most exciting moments” with the launch of a wide-ranging new brand platform.
Developed in partnership with creative agency of record VCCP, ‘Essential for Life’ takes the brand back to its roots, revisiting its founding message from 2002 which positioned the services it provides as “as essential for living as oxygen is for life”.
The campaign will be spearheaded by a 60-secong spot narrated by Hollywood star Sean Bean, who has been the voice of the brand since its inception 23 years ago.
“O2 has always been about more than just connectivity, it’s about being there for the moments that matter most in life,” said Rachel Swift, director of brand and marketing at Virgin Media O2.
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‘First Breath’ will run from today (28 March) across TV, broadcaster video-on-demand, streaming platforms, social media and online, supported by out-of-home. Media planning and buying was handled by MG OMD.
VCCP deputy ECD, David Masterman added: “This new platform is a celebration of what the O2 name stands for and the role it plays in giving us the freedom to live life to the fullest.”
