TalkTalk has launched a new brand campaign, ‘This Stuff Matters’, offering a candid glimpse into how modern families live their lives today – and the central roles technology and connectivity have come to play within the family unit.
Created by CHI&Partners, ‘This Stuff Matters’ represents a turning point for TalkTalk as well as a departure from previous advertising within the telecoms category. It was created by installing unmanned cameras in a real family home, filming non-stop for two weeks in order to capture authentic, unscripted footage of the life of one British family.
It broke on TV and spans video-on-demand, cinema, press, out-of-home, social content and PR. The multichannel campaign features a real family of TalkTalk customers: a mum and dad, Julie and Paul; two sons and two daughters, Peter, Harry, Sophie and Lucy; a niece, Daisy; and the family dog, Elvis.
The campaign is woven together in a series of ten films, with a strapline “X. It matters” – for example “Telly after a hard day’s work. It matters” or “Boys. They matter”. The films spotlight all the little moments in life that matter and the role TalkTalk’s products and services play in them, from navigating TV dinners with a dog on the sofa, to texting boyfriends, to teaching Auntie Julie how to use her tablet.
‘This Stuff Matters’ was created by CHI&Partners’ Danny Hunt, Dan Watts and Rob Webster, and directed by Park Pictures’ Tom Tagholm – the talent behind Channel 4’s 2012 Paralympics campaign ‘Meet the Superhumans’. The casting process alone took a mammoth three months, followed by a creative process which involved going through hundreds of hours’ worth of footage to find all the moments that make up the fabric of family life, with all its ups and downs.
Tristia Harrison, Managing Director for Consumer at TalkTalk, said: “TalkTalk is changing. Nothing matters more to us than our customers and doing right by them is the right thing for our business. We’ve listened hard to what they’ve told us and we’re acting on it. People are fed up of confusing packages and loud advertising, they’re frustrated with deals which shoot up mid contract, and they hate seeing the best deals saved for new customers.
Micky Tudor, Creative Partner at CHI&Partners, said: “This is a very brave, completely unprecedented campaign, which proves that the small, humble moments of everyday life have as much power to capture our imaginations and move us as do the big, glossy, aspirational scenes of traditional advertising. We’re incredibly proud of it, and we feel we’ve stumbled across some truths about family life today that no other brand has yet touched on. We hope the people of Britain love it as much as we do.”