This City, This Home
Case Study: A London Christmas - A Tale of Two Cities
INTRODUCTION: This case study examines a Christmas commercial for a telecommunications company targeting immigrants living in London. The commercial tackles the multifaceted experience of emigrants – the allure of the city's vibrancy alongside the challenges of navigating its financial and social realities.
CREATIVE CONCEPT: The commercial follows two parallel narratives. One showcases the dazzling lights of Oxford Street, bustling Christmas markets, and iconic landmarks like Big Ben. Diverse faces celebrate in pubs, sharing traditions from their homelands with newfound friends. This portrays the multicultural tapestry and festive spirit of London.
The second narrative unfolds in a cramped flat. A young couple video calls their family back home, sharing a modest Christmas dinner. We see glimpses of the city's financial district through their window, highlighting the hustle and the housing crisis.
EXECUTION: The commercial uses a split-screen technique to juxtapose the two narratives. Upbeat music underscores the festive scenes, while melancholic piano notes accompany the video call. The dialogue focuses on the bittersweet emotions of emigrants – excitement for the city's opportunities and longing for familiar traditions.
KEY MESSAGE: Despite the challenges, London offers a unique Christmas experience, a chance to build new traditions and connections while cherishing the old. The telecommunications company positions itself as a bridge, helping emigrants stay connected with loved ones back home.
IMPACT AND RECEPTION: The commercial resonated deeply with emigrants. Social media praised its realistic portrayal of the emigrant experience. The contrasting visuals sparked discussions about the city's social and economic disparities. The telecommunications company saw a significant increase in customer engagement, particularly among their international calling plans.
Additional Notes
The commercial's success lies in its authenticity. It avoids sugarcoating the challenges but highlights the city's spirit of inclusivity and community. This resonates with a demographic often overlooked in holiday advertising. The commercial also promotes a service that directly addresses their needs – staying connected with those who matter most during the holidays.