The ad break worked exactly as we’d hoped, after 30-40 seconds the public began to realise what was happening. The social response changed from one of confusion to being in on it, wanting to take part and comment. The moments we’d crafted into the edit, such as the look to camera or the ‘missed bit’, helped push this. In fact the response was much bigger than we expected, it became a cultural moment that the national press and Twitter themselves wrote features about on that night.
It won a whole host of awards in creative categories but also social, PR, events and a media grand prix. Thinkbox, the marketing body for commercial TV, asked us to speak about it on stage at their annual industry showcase. And the article Campaign wrote around it was their 2nd most read article of the year. It also shifted a lot of product.