O2 advert marks the brand’s new global positioning
The creative agency VCCP was in charge of the advertising campaign
The O2 advert aims to reposition the brand with an emotional message.
From time to time, brands that have been communicating in the same way for years decide to reset and start anew. Whether it’s to modernize, reach a new audience, or focus on a new commercial strategy.
This is the case for telecom operator O2, which is moving away from its price-focused approach of recent years. Instead, it seeks to establish new emotional and genuine connections with its customers.
“First Breath” is the title of the O2 advert created by VCCP agency, directed by Sam Pilling, and produced by Girl&Bear and Magna Studios. The campaign is narrated by actor Sean Bean.
The ad depicts a newborn’s first moments as the English actor encourages them to take their first breath of oxygen. Gradually, we journey through different stages of life—childhood, friendship, love, and parental advice. Highlighting that “oxygen gives you life,” O2’s advert encourages the baby to gather the courage to face a life full of challenges.
According to Rachel Swift, Brand and Marketing Director at Virgin Media O2: “O2 has always been about more than just connectivity; it’s about being there in life’s most important moments. The campaign reflects the role O2 plays in creating unforgettable experiences, from enjoying a concert to the joy of traveling, celebrating all the good things in life.”
Meanwhile, David Masterman, Deputy Executive Creative Director at VCCP, commented: “Have you ever wondered why it’s called O2? It’s because, like oxygen, it’s essential for our lives. First by connecting people with their loved ones; now by enabling experiences like unlocking a bike, attending a concert, or enjoying a special meal.”
Watch | YouTube
