Directed by Jakob Ström for Energy BBDO, this ad opens on Celia, a 14-year old girl chewing gum and scrolling through her phone. The older sister, Lena, is filming herself learning a dance and tries to ask Celia for a piece of EXTRA® gum but, her gestures go unnoticed. Later, Lena grabs a pen and writes: NEW FRIEND: LENA [ ] CONFIRM [ ] DENY on an EXTRA® wrapper. Celia then looks up at her, smiles and puts down her phone reminding us that sometimes the smallest gestures can be the most refreshing.
Titled “Real Friend Request,” the spot is running across multiple platforms and channels, including television and full episode players such as Hulu, Roku and Amazon Fire TV. The :30 is also available on YouTube.
Credits
Client Mars Wrigley/Extra Gum Agency Energy BBDO Joss Gross, Pedro Perez, co-chief creative officers; Kenny Blumenschein, executive creative director; Elaine Kalvelage, Cassidy Buzin, associate creative director; John Pratt, head of integrated production; Annie Burger, producer; Dan Kuypers, executive directo rof music; Karolina Barej, music business coordinator. Production Company Drama Svecia (Stockholm) Jakob Ström, director; Mikael Flodeell, producer. Editorial Flare Chicago Casey Cobler, editor; Geoff Cronin, assistant editor; Jenny McDonald, exec producer; Allison Hemingway, associate design producer; Steven Aguilar, sr. audio engineer; Jason Kerman, finish artist. Color Nice Shoes Ron Sudul, colorist; Serena Bove, 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
