A new ad for Hutchison 3G Network in the UK has some great visual effects, but seems a little odd after a second viewing. Here's the story: a man leaves on a business trip; his wife tearily says goodbye at the bus stop. As he travels cross-country on the bus, the husband opens his mouth to talk, but a silky pink ribbon flows out. The ribbon travels back across the country, and wraps itself lovingly around the wife as she walks home from the bus stop. Next scene: the ribbon floats in an open window of a flat, and we see it's floating all through-out the room, also wrapped intricately around the wife, caressing her body, which is luxiourously stretched out on the bed. She smiles, sighing as if in pleasure, and then opens her mouth, and a yellow ribbon comes billowing out. As the ad ends, it travels out the window, supposedly to the traveling husband.
So-- not your typical cell phone ad. They aren't triumphing their network or their extra minutes. It seems to simply build awareness about the brand. This is so sensual though, and so exquisitely crafted, that it certainly seems to be about more than just staying in touch. Looking at the images would definitely support this theory-- she's wiggling and writhing in bed, her shoes are kicked off to the side. It's not like the creatives chose to show her in the living room or the home office receiving her call. It's certainly pretty progressive, and it's nice that the couple portrayed can have that kind of intimacy, if this is the case. Maybe next time the woman can take a trip and pleasure the man from afar?
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