Raylo, the subscription service for phones, laptops, tablets, consoles and other electronics, is launching a new TV campaign that compares breaking up with your old tech to a romantic split.
The campaign, called “Something Better Always Comes Along”, created by Stink Studios, marks Raylo’s latest TV brand campaign in several years, following the agency’s appointment by the brand.
Stink Studios won the business after a competitive pitch run directly by the client.
The TV ad shows a couple, Sarah and Harry, in a café going through a breakup. Harry is stunned into silence as Sarah lists his shortcomings: he’s outdated, his memory is terrible, and worst of all, he doesn’t last as long as he used to.
The campaign captures how quickly personal technology becomes outdated, and makes the case that if upgrading is inevitable, subscribing makes perfect sense. Rather than being stuck with ageing devices, Raylo lets people move on to something newer and better, which, it turns out, is not unlike the modern dating game.
The spot will run across mainstream TV on Channel 4, Channel 4 partners, VOD, and YouTube.
Shane Linehan, VP Marketing at Raylo, said: “Raylo has grown rapidly by giving people a better way to access the devices they love, and tech subscription is going mainstream. This is our biggest brand campaign yet – taking Raylo to a national audience with creative that makes people laugh. Stink Studios brought it to life brilliantly.”
Eytan Smith, Senior Creative at Stink Studios, said: “The best philosophy you can have towards technology is much like the worst mentality you can have when dating: something better always comes along. Technology is evolving so fast, so why tie the knot with something you’ll be bored of in a few months? Subscribing to your tech means keeping things casual, so you can move on as soon as something else takes your fancy. ”
