It's rare these days that a single feature is enough to drive brand preference. Especially with technology like mobile phones which come armed with a supply of apps that stretches utility to an almost inexhaustible limits.
But the appetite for video consumption generally and TV everywhere (TVE) in particular is so prolific among the Gen Y and Z cohorts that download speeds can be a very big deal and disruptor. So universal is the pain of seeing action frozen seemingly for an eternity that it's enough to cause most of us to abort the attempt. (The bounce time from a stalled internet search is on average about 6 seconds - no wonder major retailers like Walmart and Target watch response time performance like a hawk.)
BGH takes this familiar experience and use it to differentiate the brand, hitting us where we know it hurts the most (second perhaps to being unable to make a call when we want).
The beauty is in the suspense and of ultimately making the audience feel the situation. After all, if we feel then we understand, and do so more convincingly than any rational attempt to persuade might achieve. This has long been the war between client and agency, certain as each party is to the most effective mechanism for unlocking belief.
Thankfully on this occasion, the right path was taken by both. Judge for yourself. Would a factual approach have had more impact, and been more memorable?
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