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Telecom’s XT made a low-key return to our TV screens on May 16. The mobile network was co-branded in a series of straightforward picture-and-caption TV ads for LG’s new Google Android phone, the GW620 .
But tonight, after a five-month absence, full-blown XT promotion will resume.
READ ALSO: Boutique agency produces Reynolds-fronted ad
No one expected Richard Hammond to return; none the least after the ribbing he took from his Top Gear presenters during their recent tour.
But Mr Hammond’s replacement will still raise some eyebrows: Paul Reynolds.
The Telecom chief executive will front the first three weeks of the new campaign.
Although it caught many on the hop, the tactic is probably borne in part out of necessity.
Let’s face it, celebrities probably weren’t queuing at the door to pitch the network this time around.
Nonetheless, I think it’s a smart move. Even foes credited Dr Reynolds for his candidness during the XT mess, and people will give him kudos for fronting up. The Telecom boss can do a good corporate mea culpa (Lord knows he’s had enough practice); and, in person at least, he can be charismatic in promoting his company.
The first ad (above) features the chief exec fly-fishing in a remote area.
The idea is to demonstrate that XT really is faster in more places.
But the scenario immediately thew my mind back to an NBR Private Bin item that revealed Dr Reynolds spent the weekend ahead of his big Dunedin XT apology at the luxurious Blanket Bay Lodge - not a tactful choice given the heat over his pay-packet at the time (even if the fly-fishing is apparently excellent).
Still, overall, I think it’s a brave call to have Dr Reynold front the campaign, and a good call. What do you think?
In the first clip to air, the Scotsman - with beguiling wordplay or an annoying twist on events, depending on your point of view - says giving XT another go would be a reflection of the Kiwi spirit:
"You know, the thing I really admire about New Zealanders is your fearlessness," Dr Reynolds says to the camera.
"It's that almost mad, give-it-a-go mindset.
"And when it all goes pear-shaped, as I found out recently, there's that Kiwi 'pull yourself up by the bootstraps and give it another go' sort of thing.
"Well I reckon you should give XT a shot. It's now working exactly as it should have done".
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Will Reynolds work as an XT pitchman?
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