Following its identity change on Friday, Spark released its first ad campaign over the weekend.
Dubbed 'Never Stop Starting' and conceptualised by Saatchi & Saatchi NZ, the campaign's first 60-second TVC (shot by production company Goodoil) brings the imagery used in the teaser posters to life by featuring a protagonist walking toward and talking to the camera. As the ad progresses, the actor takes on a variety of different characters and speaks about the importance of starting anew.
“Becoming Spark is much more than a brand change – it is about recognising the fundamental changes that have taken place in our business, to better deliver for customers and New Zealand, and then taking those changes forward," said Jason Paris, Spark's general manager of home, mobile and business, in a release. "'Never Stop Starting' is the perfect platform to express what we’re all about – it taps into an amazing truth about New Zealanders and it’s also a great reflection of who we are as a business, and how we will operate in the future.”
Over the course of the next few weeks, the campaign will roll out across social, digital, TV, outdoor, radio and print channels, and Saatchi creative director Corey Chalmers says that the theme of starting will run across all creative executions.
“Spark itself is a whole new start," he said in a release. "Starting is the only way to do anything great, and if there’s anyone great at just starting things, it’s New Zealanders. That nature of getting on with it, with optimism and forward progress, is exactly how we approached the making of the whole campaign with Spark and our agency partners.”
In addition to the lead TVC, Spark has also launched a complementary 30-second spot that features a female protagonist introducing Spark's new rewards programme called 'Thanks'.
The launch of this programme comes on the heels of Vodafone's 'Fantastic Fridays' rewards programme, which also offers customers movie ticket discounts and access to various events via their mobile phones.
Upon the release of Fantastic Fridays, Vodafone's consumer director Matt Williams said that the initiative was launched to "give thanks to customers", and it seems Spark aims to do the same with its programme.
Agency: Saatchi & Saatchi NZ
Executive Creative Director: Antonio Navas
Creative Director – Copywriter: Corey Chalmers
Creative Director – Art Director: Guy Roberts
Creative Director – Copywriter: Slade Gill
Creative Director – Copywriter: Jordan Sky
Creative Group Head – Art Director: Brad Collet
Business Director: Ben Fielding
Senior Account Director: Brendon McLean
Account Director: Anastasia Potter
Account Manager: Melanie Cutfield
Senior Brand Strategist: JanisaParag
Senior Producer: Claire Kelly
Producer: Joshua Forsman
GM Home, Mobile and Business: Jason Paris
Head of Brand & Communications: Charlotte Findlay
Head of Acquisition Marketing: Kayne Munro
Communications Manager: Rebeccah Reynolds
Production Company: Goodoil
Director: Michael Spiccia
Executive Producer: Juliet Bishop
Producer: Ben Scandrett-Smith
Cinematographer: Jeremy Rouse
Production Designer: Guy Treadgold
Editors: Jack Hutchings and Michael Lutman @ The Butchery
VFX Supervisor: Colin Renshaw @ ALT VFX
VFX Head of Production: Kate Stenhouse
Music Composition: Elliot Wheeler @ Turning Studio
Sound Design and Mix: Shane Taipari @ Franklin Rd
Photography: Fraser Clements
Animation: Jono Hamer @ Assembly