Out of Your Bubble: Shield Insurance, #scammerpages, and O2's AI Granny
Out of Your Bubble uncovers the campaigns across the world that are getting creatives talking. Campaigns that are brilliant and popular - but might be missed if you’re not in the local market.
This edition’s contributing leaders are Asheen Naidu, executive creative director at TBWA Singapore; Hannah Tarpey, CD at Mother London; and Psembi Kinstan, group CCO, DDB Melbourne.
Ash> First up, a suitably bizarre one for Shield Insurance from VML Thailand.
Psembi> The twists, the turns, the over-the-top sincere music, the long list of product claims. I’m here for all of it, although even after the reveal of the idea, there’s another full minute of action, and somehow I’m glued (mostly) to it all.
Hannah> A little less glued to those office scenes here, but the slow motion scenes had me. I could have happily watched those bizarre moments play out for the full 3 minutes and 42 seconds. That’s a long time, isn’t it?
Ash> Ridiculous. Ridiculously entertaining, that is. Only the Thais can make boring insurance options so watchable. Next up I wanted to share an interesting one from VML Thailand. Phone scams are huge in this part of the world.
Hannah> I’m a fan of this. I want to know more about what they did with it - it’s a powerful visual.
Psembi> I can’t quite tell how real people who didn’t read the press release found out about the phone book, but it’s a compelling visual. I imagine it’s been sent to influencers or news media to pick up on. On the topic of scams, here’s yet another AI project, but this I like.
Before you comment, here’s my question: the delivery is different, but is getting a virtual granny to waste telephone scammers' time the same as this idea, just with a fancy new AI face?
Ash> Yeah, you’re right! I had forgotten about this one. Was done by DDB NZ, right? (Yes, it was.) I saw the Granny AI and really liked it (we had a similar thought but couldn’t get it made) but it is pretty much the same premise.
With regards to the phone book idea - phone scams are such a big thing in this part of the world, so I can relate to the problem. This is a strong visualisation of the problem with the app being the perfect solution to it. But, like you, Psembi, I do question how 'real' people would have found out about it.
Hannah> Granny AI is fun, but I’d venture that the idea is more thoughtful than the film about the idea? The core is different but it also reminded me of these old Barclays films - which are a step above in craft.
Ash> This is a stylish piece for Club 21 from BBDO Bangkok that launched recently.
Psembi> I really have no idea what’s going on at all. Is this just a vacuous fashion ad? But if it is, why do I like it so much?
Hannah> It took me a minute, but now I get it, I love it. Poetic and visually pleasing. My read is that one of the people in each film is wearing something slightly more refined and luxe than their almost-mirrored counterpart… but the differences are subtle… Is it too subtle or, Psembi, are you just not fashion enough?!
Ash> Assumed it was a 'spot the difference' approach, with slightly different clothing, aimed at the discerning fashionista (very not me), but the craft behind it just made it look and feel so damn cool!
Psembi> Let’s end on the bombshell that I’m not fashion enough to get this.
