Car Breaks in Half, Sending Passenger on Surreal Journey in Colenso Work

Spark, in partnership with Colenso, has launched a new brand campaign that shows how life gets more epic when you’re part of a powerful network. The campaign marks a refreshed brand direction as Spark unveils its new positioning: ‘It’s better with Spark.’

While Spark has the accolades to demonstrate the power of their network -- they currently hold #1 mobile network coverage in NZ (as awarded by Opensignal in the September 2024 NZ Mobile Network Experience report) -- the campaign is all about the feeling that better brings.

Hannah Bay, brand experience chapter area lead at Spark NZ, said, “Our new campaign is an ode to discovery -- more connection, more possibilities, more of what matters to you with Spark. We hope it brings a sense of joy and wonder to New Zealanders.”

The campaign includes a film created in collaboration with director Damien Shatford from The Sweetshop. The unexpected journey starts with phone issues, leading a young woman to borrow her mate’s phone. After discovering her friend is on the Spark network, the story takes a surreal turn as the passenger section of the car splits off and propels her on a journey no one saw coming.

Kimberley Ragan, Colenso group creative director, said, “We set out to tell a story that draws people in and gets them curious about our network. And what better way than Spark powering someone’s cross-country journey in a quarter of a car? It’s bold, it’s joyful, and it captures the feeling of being with Spark. ”

The campaign launched on September 21st with a two-minute hero spot airing in cinema.

It is supported by 90, 60, 30, and 15-second cutdowns, a suite of social assets, and executions across most media channels.