Let’s face it, kids’ social skills are rapidly deteriorating these days. They no longer speak to each other face-to-face. Heck, they don’t even speak to each other on their phones anymore. It’s all about texting.
More importantly, these kids don’t realize how much money they’re spending with all of these texts, which cost their parents a fortune. A lot of parents today are cognizant of what’s going on but there are many who are still clueless.
Hence the basis for this T-Mobile ad from Publicis West, which shows that as kids are texting their little hearts out, receipts you’d see from a cash register begin to blossom and rapidly grow in length. Since parents can relate to receipts and bills and by showing them how texting is affecting them in this way, the ad is very crafty and a smart visual for the target market.
Over-analysis aside, it’s a nice start for newly installed Publicis West ECD Andrew Christou. They made a wise choice in recruiting him and we’ll expect more good work to come of it, so don’t let us down.