There are a few reasons why this isn’t my cup of Lapsang Souchong, but here’s the biggest:
The conceit of having the thing that’s on your mobile phone actually with you is sooooooooooooooooooo fucking old.
Here’s how old: I made an ad with that idea in 2000, and when I was making it we heard that a team from DDB was making a similar ad for a different mobile company.
That was thirteen years ago.
It was played out before 9/11, before Lord of the Rings, before Jedward.
In all fairness, it has been done brilliantly since:
But it’s also been done really badly, as recently as last week:
So as far as I’m concerned, it’s time to put this thing to bed.
Or flush it down the toilet.
Or stab it through the heart with a spike made of frozen excrement.