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2 March 2020

You're light for me.

by Andrew MacGregor


O2: “You're Our Headline Act” - 30s

At first glance, this O2 commercial suggests that the brand have well and truly gone to the dark side. In fact, it’s difficult to spot the protagonist amidst the gloom initially. To make matters worse, his network phone battery dies… but that’s where a certain oxygenated network provider step in.

As Michael Kiwanuka’s ‘Light’ sets the tone, the man is suddenly elevated to headliner status with a circular stage, a sell-out crowd, and a blue-tinged light show. This, according to O2, is what custom tariffs should feel like.

If anything, the ad maintains the brand’s well-documented links to live music while still pushing their raison d’etre. Crucially, it suggests those lumped with inflexible plans should be, erm, blue with envy.


Creative Agency: VCCP Ⓟ Ⓦ
ECD: Darren Bailes
Creative Director: Jim Capp
Creative: Sam Sword / Harry Osborne
Account Director: Emma Harvey
Business Team: Sonia Gilchrist
Agency Producer: Edmund Thorn
Film Production: Park Pictures Ⓟ Ⓦ
Director: Georgia Hudson ♀ Ⓟ Ⓦ
Producer: Jane Lloyd
Production M'ger: Marketah Hrusecka
Executive Producer: Sophie Hubble / Stephen Brierley
Cinematographer: Ben Fordesman
Production Designer: Nathan Parker
Editor: Paul O'Reilly Ⓦ @ Stitch Ⓟ Ⓦ
Post Production: Jo Gutteridge @ Time Based Arts Ⓟ Ⓦ
Music Supervision: Mr Pape Ⓟ Ⓦ
Music Production: MassiveMusic
Music: Light - Michael Kiwanuka

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