After a rough 2010 Telecom needed something special to win customers back to its troubled mobile network. While the response to their fishing CEO ad was mixed the response to this campaign has been somewhat better. While not associated with the XT network specifically this has almost certainly improved the public perception of the 'troubled' telco.
Beautifully subtle with the music lending a serenity that is rare in the ad break this wee beasty stands out and has had people clambering to buy a copy of the song. The song however does not exist beyond the ad itself. The desire of the masses to own something created purely for the purpose of selling something else demonstrates the mastery of this particular advertisement.
We are oars,
on the same rowboat,
floating towards the same hopes,
oh our hearts,
don't have heavy parts,
we're like balloons,
we float to new heights.
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