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Brief Published: 6 Oct 2016

TalkTalk’s “Brave” Unscripted Ad

British broadband provider TalkTalk took a "brave, unprecedented" approach to its new series of ads, according to Micky Tudor, creative partner at the agency behind the campaign, CHI&Partners. The brand filmed a real family for two weeks using 16 unmanned cameras in a bid to capture the unscripted reality of everyday family life. The 10 films all tie in with the brand's current tagline, This Stuff Matters.

CHI&Partners drew on advice from the makers of popular UK reality TV shows, such as Educating Yorkshire and First Dates, to ensure the presence of the cameras was unobtrusive. More than 5,000 hours of footage was then edited down to a few "everyday moments", creating a refreshing and gently moving snapshot of real family life.

TalkTalk wants the campaign to prove 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," said Tudor. "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."

This is the most obvious example yet of a major brand embracing the themes of realism, vulnerability and imperfection that we explore in our Macro Trend Get Real. See Marketing Imperfection and Engaging Conscientious Consumers: FT Future of Marketing for more.