{"id":70511,"date":"2013-07-08T10:24:57","date_gmt":"2013-07-08T10:24:57","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/ad-of-the-week-o2\/"},"modified":"2013-07-08T10:24:57","modified_gmt":"2013-07-08T10:24:57","slug":"ad-of-the-week-o2","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-o2\/","title":{"rendered":"Ad of the week &#8211; O2"},"content":{"rendered":"<p>Are you a cat person or a dog person?<br \/>\nThe new <a href=\"http:\/\/www.campaignlive.co.uk\/thework\/1189097\/o2-be-dog-vccp\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u2018be more dog\u2019<\/a>\u00a0ad\u00a0by VCCP for O2 might mean you don\u2019t have to choose any more &#8211; it turns an aloof cat into a tail-chasing, hole-digging, Frisbee-catching mutt.<br \/>\nIt\u2019s possibly the best example of change they could\u2019ve used, as what better represents polar opposites than a cat and a dog? Clever CGI and an inspired choice of background music really make this clip shine (or \u2018Flash\u2019, as the case may be), giving it plenty of opportunity to go viral. As you\u2019d expect, I also love the writing for this one: I\u2019ve been eagerly awaiting the day that \u2018meh\u2019 shows up in a commercial, and here it is!<br \/>\nThe ad is encouraging mobile phone users to be more adventurous, promoting several of O2\u2019s new services. There\u2019s a <a href=\"http:\/\/bemoredog.o2.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">supporting website<\/a> with some fun interactive features, so that you can tell your friends to be less like Bagpuss and more like Lassie too. As the campaign\u2019s expected to carry on through TV, <a href=\"https:\/\/www.strattoncraig.com\/services\/digital-copy\/social-media\/\" target=\"_blank\" rel=\"noopener noreferrer\">social media<\/a> and outdoor, I\u2019m expecting some other takes on the ad to appear soon.<br \/>\nOne of the great things about this particular campaign is that, although it\u2019s new and a bit \u2018out there\u2019 in concept, it still fits perfectly with O2\u2019s existing branding and <a href=\"https:\/\/www.strattoncraig.com\/services\/tone-of-voice\/\" target=\"_blank\" rel=\"noopener noreferrer\">tone of voice<\/a>. It doesn\u2019t represent a significant departure from their current position, and the \u2018be more dog\u2019 phrase subtly ties in with their repeated use of the word \u2018more\u2019 in other communications. There\u2019s also some significant overlap in sentiment from the previous slogan \u2018See what you can do\u2019, which was also attempting to inspire customers to break out of their comfort zone.<br \/>\nIf you\u2019ve seen a great ad with fabulous copywriting that you\u2019ve just got to share, why not <a href=\"https:\/\/twitter.com\/strattoncraig\" target=\"_blank\" rel=\"noopener noreferrer\">tweet us with the details<\/a>\u00a0(@strattoncraig).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are you a cat person or a dog person? The new \u2018be more dog\u2019\u00a0ad\u00a0by VCCP for O2 might mean you don\u2019t have to choose any more &#8211; it turns an aloof cat into a tail-chasing, hole-digging, Frisbee-catching mutt. It\u2019s possibly the best example of change they could\u2019ve used, as what better represents polar opposites than [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314,448,414],"tags":[],"class_list":["post-70511","post","type-post","status-publish","format-standard","hentry","category-copywriting-us","category-digital-copywriting-us","category-tone-of-voice-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ad of the week - O2 - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-o2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ad of the week - O2 - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"Are you a cat person or a dog person? The new \u2018be more dog\u2019\u00a0ad\u00a0by VCCP for O2 might mean you don\u2019t have to choose any more &#8211; it turns an aloof cat into a tail-chasing, hole-digging, Frisbee-catching mutt. 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