How Bell Showcased the Horror of a House without 'pure fibre Internet'
Powerful internet is a very potent tool. If you’re trying to download a movie or TV show, good internet will make that faster. If you’re looking to play a video game, a strong connection will prevent lag. And if you’re hoping to quickly check your work email to make sure everything is in order for the evening, a strong connection will reduce the possibility of staring at the ‘loading…’ text for what feels like an eternity.
So what would happen in a world without a fast connection? Obvious jokes about the fact that we’ve been spoiled by technology aside, the truth is, not having good internet in 2023 can be quite annoying, and, as telecommunications company Bell showed its first-ever Super Bowl spot, possibly terrifying.
Created in partnership with Leo Burnett Toronto, ‘The Rental’ follows a family as they enter their new vacation rental home, only to find out it has… the dreaded cable internet, rather than Bell’s ‘pure fibre Internet’ option. Presently playing on TV, and in select Cineplex VIP Cinemas in Toronto and Montreal, viewers are able to witness the poor family flee in terror - overwhelmed by the notion of no pure fibre connectivity.
LBB’s Josh Neufeldt sat down with Leo Burnett Toronto’s associate creative director Jason Sweeney to discuss how this campaign came to be, the strategic benefits of including a rental home, and why the horror aspect had to be straight-up, not campy.
LBB> Creating a Super Bowl ad is no small task. What was the brief, and why was a parody of a horror movie scene the right approach for the big game?
Jason> The fact is, beyond the actual game itself and the halftime show, the Super Bowl is known for two things: the amazingly creative commercials, and highly anticipated movie trailers. So, having a big commercial that feels like a movie trailer is a great way to engage with our audience.
In terms of the brief, it was simple. We wanted to make it obvious that Bell’s ‘pure fibre Internet’ is the best technology available. And, given that there’s been a massive push for home rentals (like VRBO) with the return to travel after the pandemic, we realised our audience was primed to see advertising that showed Canadian families in perfect vacation homes. This gave the turn to horror even more impact.
LBB> Were there other ideas in consideration? Or from the beginning, did you know that the horror of not having Bell internet was the right move? And why?
Jason> This is advertising - there are always other ideas in consideration. But, once we came up with this idea, it very quickly became a favourite. Instead of listing the benefits of having Bell internet, we could come at it from the opposite direction, exploring how it would feel to not have it anymore… and ramping that feeling up to eleven.
LBB> What was the writing process like? How did you integrate horror tropes in a tasteful way, without ultimately revealing the big scare?
Jason> What makes the spot work is that we played the horror aspect of it completely straight-up; until the reveal, it could be an actual horror film. We felt that trying to play for laughs would have undermined the strength of the message and ultimately hurt the real humour that comes through the seriousness of the performances.
LBB> Who directed the spot, and what made them perfect for the job?
Jason> ‘The Rental’ was filmed by the amazingly talented director team Aircastle. From the very beginning, their treatment understood what we needed for our idea to stand out and break through all the other messaging out there. For our idea to work, they didn’t set out to make a Bell commercial, but to, in fact, make a horror film.
LBB> If you were on set, what was the experience like, and how long were you there for?
Jason> We filmed over two days in January. We were so happy to have everyone back together on set. With so much remote shooting during the pandemic, having the full team - including clients - together on set was a huge part of the success of this spot. Working and collaborating in person really is so much better.
LBB> The actors are brilliant! What was casting like, and what led to you making the choices you did?
Jason> Casting was very intensive because we needed actors that could descend into horror truthfully and honestly. So, we approached casting as if we were really casting a horror movie.
LBB> The music and sound effects are pivotal in any horror setting, and this is no exception. Who did you work with on these elements, and what was that process like?
Jason> Sound and music are so integral to the spot. Having worked with the team at Eggplant Picture & Sound for many years, we were confident in their abilities to really dig deep and create something that didn’t overtake the creative, but helped bring it to life. They understood the idea from the get-go, and we had a lot of fun in the studio playing around with hitting all the right notes.
LBB> What challenges have you faced during this project? How did you overcome them?
Jason> Like so many projects, there are so many variables that can go wrong or right. Really, for us, the challenge was to get everything right – getting the right team, location, casting, etc., in time to get on air for the Super Bowl.
LBB> Are there any aspects you’re particularly proud of?
Jason> We’re incredibly proud of how committed everyone was to realising the full creative vision of the piece. Our clients believed in the work and worked with us hand-in-hand throughout the process.
LBB> How have people reacted to this campaign?
Jason> We have been getting a lot of attention and positive feedback from our friends in the industry.
LBB> Is there anything you’d like to add?
Jason> Thanks for giving us the opportunity to speak about our spot. It was a blast to make!
