While it’s typically parents who are poked at for being a bit behind the times, Slingshot and RAPP have decided to break down stereotypes and show that parents can be just as internet savvy as their screen-addicted teens.
To promote Slingshot’s data packages, the recently launched TVC features a dad keen to show his teenage daughter that he too has the know-how of the internet in a humorous role reversal.
There’s no index finger texting or unfortunate yet entertaining auto-corrected messages in these ads, instead the dad is up-to-date with trending music, video sharing and even appears to have mastered the Glideboard. An impressive feat for any age group.
However, we are slightly concerned by his choice in fashion, as dads typically don’t purchase the same outfits as their daughters.
Rapp creative director Jeff Harris believes this new campaign has helped Slingshot achieve customer growth in a fun way.
He says: “After a bit of time, hard-work and plenty of gigabytes later, Dad’s now up-to-speed with how a busy household can make the most of its broadband plan and has perhaps even out-teched his daughter. We know many Kiwis will be able to relate – either with senior or junior-Holt.”
Slingshot head of consumer brand and communications, Quentin Reade, added: “The latest round of creative has helped Slingshot achieve record sales, and develop a real personality for the brand. Slingshot’s all about helping Kiwis get the most out of the internet – and these TVCs have been a fun and effective way to show this.”
Showing a dad up-to-speed is a change from Slingshot’s previous TVCs, in which three quirky spots portrayed the parents as technologically challenged.
When the ads were released, RAPP managing director Robert Limb told StopPress:
“Many of us have had those moments where we realise the kids have outgrown our knowledge about something and we have to turn and ask them for help. More often than not these days it’s technology related – and this work has fun with this idea.”
That campaign came after Slingshot research showed 80 percent of parents with children 13 years and under had given their children a phone while 59 percent of parents had given their children 10 years and under access to a tablet.
As a result, the spots feature the classic mum to children question, “I’ve done something, what have I done?”, as well as a dad trying to flip the page on a tablet and confusion over an email offering $1,000 from a “Prince Mobutu”.
There would be no confusion from Slingshot’s latest, “cool dad” however.
While both campaigns relate to the Kiwi family, it appears the aim has changed to and a focus has now been placed on appealing to bill payers by acknowledging that they too can be up with the play.
As technology invades all aspects of the household, Slingshot is not the first internet provider to explore how technology impacts traditional family life.
Last year Vodafone’s ‘Life’s better together’ campaign pulled at the heart strings to show how the internet could connect a grandfather and his grandson.
A similarly emotional ‘Digi-Parenting’ campaign also addressed the digital divide between parents with the intention raising the issue of online safety.