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Award: Graphite Pencil

Graphite Pencil / TV & Cinema Advertising / TV Commercial Campaigns Any Duration / 2006

A large number of consumers use landlines for longer conversations due to cost and a belief that mobiles are for emergency or functional calls. These abrupt ten second spots demonstrate how ludicrous it would be for a topic that warrants a long conversation, to be squeezed into an unrealistically short one. Each spot in this direct response campaign clearly communicates a unique text number to encourage people to take up the offer and talk for 60 minutes for the price of three. Two or three spots ran during a commercial break to reinforce this message.

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