This intentionally inane tongue-in-cheek spot–in which a man and his young sidekick break into Bavarian dancing in a backyard–is part of Qualcomm’s “Ignore This” campaign from McCann NY.
The “Ignore This” premise is that a growing number of people don’t watch commercials during program breaks on TV. Instead, they’re likely on their smartphones to find something better to watch. But Qualcomm isn’t bothered a bit by this since it invented the technology that makes smartphones so indispensable. The company invented the “smart” behind the smartphone so no problem if you ignore its TV commercials.
Lance Acord of Park Pictures directed the “Bavarian Dance” spot which was edited by Matt Murphy of Exile.
Credits
Client Qualcomm Agency McCann NY Eric Silver, North American chief creative officer; Sean Bryan, Tom Murphy, co-chief creative officers, McCann NY; Bill Wright, global executive creative director; Vince Lim, creative director; Josh Grossberg, group creative director; Nathan Dills, copywriter; Nathy Aviram, chief production officer; Alexis Mead, sr. integrated producer. Production Park Pictures Lance Acord, director; Jackie Kelman Bisbee, Justin Pollock, exec producers; Anne Bobroff, head of production; Michaela Johnson, producer. Editorial Exile Matt Murphy, editor; Evyn Bruce, producer.
With one in five Brits (22%) experiencing a fraud attempt every single week, telecommunications company O2 and VCCP London’s AI creative agency faith have launched what's billed as a first-of-its-kind campaign to fight back against scammers.
At the heart of the campaign is Daisy, a lifelike, state-of-the-art, Conversational AI character designed to speak with scammers and keep them on the phone for as long as possible so they have less time to try and scam real people.
The newest member of O2’s fraud prevention team, Daisy was created using a range of cutting-edge AI technology and is indistinguishable from a real person. Based on a real-life relative of a VCCP employee to ensure total believability, Daisy was built to play on scammers’ own stereotypical views that older people are easier targets for scams. While anyone can be a victim of a scam, criminal fraud gangs often target the elderly, so by leaning into scammers’ own biases, Daisy became the perfect scambaiter.
Phoney fraudsters--including many posing as some of the UK’s most trusted businesses--thought they’d got their hands on an easy target, but Daisy has been beating them at their own horrible game, answering scam calls and wasting scammers calls as part of an awareness campaign which exposes fraudsters tricks and tactics and offers top tips on how to avoid scammers.
Daisy is able to interact in real-time ensuring no suspicions are raised on the other end of the line, and has worked 24/7, and over the course of many hours of scam calls she’s told meandering stories of her family, talked at length about her passion for knitting and provided false personal information including made-up bank details.
O2 and faith worked with leading U.K. scambaiter Jim... Read More