Buying and owning remains the default way people access new technology, but it no longer reflects how people actually use, upgrade, and replace devices. Our brief was to shift this consumer mindset by creating a campaign that normalises device subscription.
We started with the insight that you can feel ‘stuck’ with your old tech. It gets stale, and you can feel locked into it. But with Raylo, you can ‘break up’ freely with your devices. And if there is one thing that is true about your relationship with tech, it’s that…Something Better Always Comes Along.
Our TV ad shows a couple, Sarah and Harry, in a café as they go through a breakup. Harry is stunned into silence when Sarah announces it’s over, telling him he’s outdated, his memory is bad, and, worst of all, he doesn’t last as long as he used to. Gio Maestrelli directed the film through Stink Films.