Slingshot reminds kids that the power still lies with their parents in a new spot by Track to promote its broadband and power bundle.
Titled ‘Super Broadband Dad’, the 30-second spot shows mum and dad of the Holt family sitting down at the table for dinner, however, their kids are nowhere to be seen. They’re in their bedroom preoccupied with the internet so to draw them to the table, the dad turns off the internet.
Track creative director Jeff Harris says the campaign recalls family values and reflects the good that can come out of sharing a meal as a family in an era when there are many distractions.
“Because the utilities sector fulfils important needs in a customer’s life, it’s vital for brands like Slingshot to build an emotional connection and be more than just a function,” Harris says.
Bringing together internet and power in the spot is a clever play on Slingshot's offering, which as of this year included power after its parent company, Australian-owned Vocus Communications, bought power retailer Switch Utilities.
The power offering was soft-launched to existing broadband customers earlier this year and is now available nationwide to new customers as well as the existing broadband customers.
Slingshot general manager Taryn Hamilton adds the response to date has exceeded expectations with Slingshot recently named as the top growing power company in Auckland.
“We’re expecting the momentum to build now we’ve gone nationwide and have this excellent spot which acknowledges the role broadband and power plays in the modern Kiwi home. We’re excited to give the power back,” he says.
‘Super Broadband Dad’ might be basking in his power to turn off the internet in this latest spot, however, when audiences first met the Holt family last year, he was all about keeping up with his teenage daughter. To show he had the know-how of the internet, he was seen listening to trending music, sharing videos and riding a glideboard.
Client credits: Vocus Group
Consumer general manager: Taryn Hamilton
Marketing contractor: Annette Bennet
Head of consumer brand and communications: Quentin Reade
Senior marketing manager: Luke Meurant
Agency credits: Track
Creative director: Jeff Harris
Art director: Michael Tomich
Copywriter: Caroline Phillips
Client service director: Sarndra Bell
Account director: Kristy Shepherdson
Agency producer: Sammy Royal (DDB)
Production company: Eight
Executive producer: Anna Kennedy
Director: Miki Magasiva
DOP: Aaron Morton
Post production company: Eight
Post production online: Toybox
Editor: Charlotte Evans