‘Joe treks up a glistening British hillside looking a bit like Peter Kay sheathed in David Mitchell’s flesh suit’
By ‘eck, is Sheffield-based internet service provider Plusnet proud of its no-nonsense northern roots. Its current series of ad campaigns – fronted by Joe and his dog Samson – have focused on promoting a TV type of flat-cap “up north”-ness, arguably more than it has focused on the business of the ISP itself. Plusnet acknowledges the wider world but condescendingly celebrates only what it imagines a normal, hard-working, down-to-earth human being likes: blokey, Yorkshirey stuff, like a mate who wishes you’d never gone to uni and discovered words like “hummus”. This current installment takes a swing at its competitors’ po-faced fancy art-school approach to advertising.
As Joe treks up a glistening British hillside looking a bit like Peter Kay sheathed in David Mitchell’s flesh suit, he asks, “Why is it, paying less for your broadband on your phone sometimes means you have to compromise on service?” before savouring a moment with a passing butterfly. A child choir performing Jerusalem comes into view. “Can you stop that? It’s really distracting,” he irrationally grimaces, until something else gets his goat. “Who drew that big dog?” The camera pans out to find an outline of his canine companion chalked on to the side of the valley, with Plusnet’s tagline “We’ll Do You Proud” underneath it. Joe hates it. Day ruined. Well it would be, if it weren’t for all that speedy phone, internet, broadband, IBS thing … wait. What is it again?
See the ad here