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Artsiest tech advert of all time.

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  • User profile image
    wastingtime​withforums

    There was quite a lot discussion about tech spots recently, what do you think about this one:

    Turn your volume up.
    I think it has "something". This spot is from 2000 and ran all over Europe when the dotcom hype was at its peak.

  • User profile image
    W3bbo

    No.

    The ad seems okay in itself - but it just seems that way because it was shot in black and white and given a voiceover. It seems contrived - and whilst everything on television is contrived, I'll describe it as "psuedo-pretentious" -  this gets marked down even more because it isn't what Tiscali is. If Tiscali was a value-added ISP (that served a niche clientèle maybe) and they had a track-record for tasteful adverts, then it would be good, but in reality...

    ...Tiscali is a mass-market ISP with poor marks for customer service and retention.

    I can't find any examples on YouTube, but recent (if not every Tiscali advert except the one you linked to) are your usual bland advert trying to win the most converts over since the fall of AOL in the UK.

    The execs at Tiscali probably just went shopping around for a different ad agency, asked for something that made them look like Apple, bought this and never kept up the pretence.

    I have my own grievances with Tiscali: in 2001 they bought out my ISP at the time and decided to jack up everyone's prices (IIRC it was a 3x hike) - we quit just before the contract needed renewing and got ADSL shortly afterwards.

  • User profile image
    wastingtime​withforums

    , W3bbo wrote

    The ad seems okay in itself - but it just seems that way because it was shot in black and white and given a voiceover. It seems contrived - and whilst everything on television is contrived, I'll describe it as "psuedo-pretentious" -  this gets marked down even more because it isn't what Tiscali is. If Tiscali was a value-added ISP (that served a niche clientèle maybe) and they had a track-record for tasteful adverts, then it would be good, but in reality...

    Yea, it's pretentious. Though it's completely over-the-top prentious. It's like they took every sterotype about "art" people available and put them into an ad. I think this self-awareness elevates this spot above the Apple ads, which were a bit too self-congratulatory. It's also more about the internet itself than Tiscali. Remember, in 2000 the majority of the population was not online, and the internet still had something mysterious about it for most people.

     

    If Tiscali was a value-added ISP (that served a niche clientèle maybe) and they had a track-record for tasteful adverts, then it would be good, but in reality...

    ...Tiscali is a mass-market ISP with poor marks for customer service and retention

    I think you misread when the spot was made. This spot was the first European wide Tiscali ad which followed after their expansion from Italy to the rest of Europe in 2000.

    There were no ads before this one. Note the writing "the new internet company" at the end of the ad under the logo. I've heard from many people that Tiscali was a sucky provider, but no one knew this when the spot was aired, because Tiscali was just in the process to buy tons of ISPs and raise prices afterwards. I think the campaign was intendend to make the people feel good about the fact their they ISP gets bought by this trendy and inspiring company.

     

    The execs at Tiscali probably just went shopping around for a different ad agency, asked for something that made them look like Apple, bought this and never kept up the pretence.

    Actually, this spot seems to be more inspired by car ads. Car companies had almost the monopoly on emotional black and white/and or "artsy" advertisments at that time.

     

  • User profile image
    W3bbo

    , wastingtime​withforums wrote

     

    Actually, this spot seems to be more inspired by car ads. Car companies had almost the monopoly on emotional black and white/and or "artsy" advertisments at that time.

    I like how the current range of Tesco Mobile adverts are a pisstake of recent Orange and O2 adverts:

    http://www.youtube.com/watch?v=Q0DtM2UU6Kg (it seems the YouTube commentators didn't seem to pick up on the irony)

    ...but whilst irony gets you points, I think the irony is a bit too hamstrung: http://www.youtube.com/watch?v=WWc-UBis4uk

    (For those missing out: Tesco is a supermarket chain who often run spinoff businesses like Tesco
    Finance and Tesco Broadband - so the idea of a supermarket running a mobile phone company is meant to enhance the irony in a way).

  • User profile image
    Bass

    It reminds me of Apple's "Think Different" ad, except it's trying too hard to be something. Apple's ad is easier to relate to and the scenes are of recognizable important people throughout history instead of random artsy people.

     

     

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