Powwownow has launched a new television advert, titled ‘Who’s Uncle Mike’, with the aim to position it as the smarter alternative to business travel.
Produced by The Refinery, the video is part of the brand’s onoging activity which uses new media alongside old media by tying together the TV ad with the follow up social media video.
The advert is based around the potential impact of travelling to meetings on your family life, told through the eyes of a young child who challenges the wisdom of her father having to travel to a meeting instead of the smarter approach of conference calling. The advert sees a father and daughter discuss why the father has to leave to go to a meeting when other children’s fathers use conference calling instead. The daughter then innocently tells her father: “Mummy says you love work more than you love her.” It is then revealed that this claim was made in a conversation her mother had with Uncle Mike. The advert finishes with the father asking the charged question: “Who’s Uncle Mike?”
The advert will be broadcast on ITV4, Dave, Fox, Yesterday, Sky Sports 2, Gold, Sky Atlantic, Sky News and a selection of smaller channels. The advert launched on 1 March and will run for four weeks.
Robert Gorby, marketing director at Powwownow, said: “This TV advert for Powwownow is our first foray into television advertising. We wanted to show the impact that travelling for business can have on family life at home, in a media consumed in the home and that there are smarter, more practical ways to do business.”
