The Stay Together campaign for Skype has already won four cyber Lions this week and might win more on Saturday. In any book, this must mean that the campaign is winning big. The ads from the campaign are perhaps the most endearing reality-based ones. Created by agency Pereira and O’Dell, the campaign was initially going to have only three ads. Three family vignettes that featured emotional stories of people who connected via Skype and managed to stay together. The basic idea was to prove that Skype goes beyond wires and computers and it connects hearts.
The first ad featured an immigrant to the United States, coming from Uganda and was titled the Impossible Family Portrait. This ad is taping directly into emotions of people around the world who value Skype. The second ad, titled The Animal Family Portrait, is the funniest of the set as it emphasizes the closeness that animals bring into our lives while the third, titled The Growing Up Family Portrait lowers the stakes a little.
“Doing true stories nice and well done is incredibly hard. When someone comes to me with a reality-based idea, it’s a ‘no’ unless you really convince me it’s a yes. Nine out of 10 times, I kill the idea before it even gets to the client. But Stay Together was something else entirely” says PJ Pereira.
After the three ads, the agency felt that it was time for consumers to tell their story and this is how the story of Sarah and Paige emerged. Sarah and Paige are two teenage girls living in opposite sides of the world who are connected by a beautiful friendship though they have never seen each other in person- in other words, Skype helped them stay together. After reading the submission and being impressed by their story, the agency decided to help the girls to finally meet.
“The moment that they meet, that wasn’t planned,” Pereira says. “We didn’t know what was going to happen. The moment that one gets out of the van and they see each other, after talking for years and years and years, then they run up and hug each other.”
This moment is the heart of the ad as it draws tears in our eyes when seeing the girls hugging. It’s the kind of moment that’s so true that no actor could have portrayed as such and it’s truly impressive.
No wonder that the Stay Together campaign is winning big at Cannes. What about you? Has Skype helped you stay together with someone? We’d love to read your story!
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