The digital products and services offered by MTN do more than just provide an Internet connection. They also give an imaginative little boy access to a whole New World of information, which he uses to build an amateur radio that can broadcast to a space station.
This heart-warming new television commercial, launched by MTN Global in more than 10 countries across Africa, shows us that anything is possible with the power of the Internet. In fact , there are more than 1.5 million* licensed amateur radio operators talking to one another all of the globe today – and some are even broadcasting into space.
The commercial, directed by Michael Middelton, is part of a fully integrated, pan African campaign by integrated communications agency MetropolitanRepublic’s South African office. As the sequel to the much -loved MTN ‘Duck Egg’ commercial released in 2014, it aims to remind people that the tech and data race “is not about selling gigabytes, megabytes or even the latest device”, says chief creative strategist Paul Warner.
“It’s about creating a window to the New World of Internet and connectivity – a window that can be held in the palm of your hand,” he says.
Warner adds: “We have a responsibility to get the power of the Internet into the hands of Africa’s youth, because a smart device is far greater than a book, a classroom or even a university lecture hall – its power to connect, educate and a classroom or even a university lecture hall – its power to connect, educate and inspire is limited only by the user’s imagination.”
Creative team Candice Hellens and Moira-Gene Sephton Gous agree: “Children should be allowed to be children, exploring, playing and inventing. With the help of this New World, they can have adventures that we could never have even imagined.”
Jen Forrester, group marketing executive at MTN, explains: “We love this campaign because it makes the New World of technology so human, warm and inspiring. For us, it captures what happens when you connect people with ideas and information — on any continent and at any age.”
Immediate and instant access to information has changed the way that people learn and grow. Children are no longer limited to a syllabus or a course outline; in fact, they are not even limited to school or university hours. When they go online, they discover new passions and interests, which can grow from hobbies into careers and opportunities for a bright future.
Warner says: “It’s great that this story will reach so many people across Africa this year. Access to knowledge is critical in enabling growth for our continent. This campaign aims to inspire, and with MTN providing the powerful connection to the New World, we are excited to see what the future will hold.”
* Figure sourced from ‘HAM Radios in Space’, an article published on NASA Science’s Science News website.
Link to MTN ‘Space’ advert on YouTube: https://www.youtube.com/watch?v=hxU1ZhINaHk
Link to MTN ‘Duck Egg’ advert on YouTube: https://www.youtube.com/watch?v=jg8HVwqO5Bk