Boy and Pug (You and I)
Hutch2003
Boy and Pug (You and I) is a 2003 60-second television commercial for Hutch, created by Ogilvy & Mather India.
The line
Wherever you go, our network follows.
Why it works
A small boy wanders through a rain-washed Goan day, to school, the barber's, the bath, and a pug trots after him wherever he goes, to the song "You and I, in this beautiful world." Then the line: wherever you go, our network follows. Briefed to prove Hutch's coverage while India's mobile boom strained networks, Ogilvy's Rajiv Rao and Mahesh V chose to sell reach "without the tech, using emotions," first imagining a pesky little sister, then swapping in a dog as the simplest image of unconditional support. Hutch chief Asim Ghosh approved it by asking the agency to leave before his courage did. Dog-lover Prakash Varma of Nirvana Films shot it in Goa in August 2003 with Cheeka, a fallback after a fox terrier. It is studied as the textbook case of selling a technical promise with no technology on screen. After its September launch, pet shops reported pug sales had more than doubled; the pug fronted Hutch for four years, then ushered in Vodafone after the 2007 takeover.
Techniques
- Pathos Sells network coverage with no technology on screen, through a pug's devoted companionship as it trots after a small boy wherever he goes.
- Mascots and characters The faithful pug becomes the brand's recurring face, standing for unconditional support and fronting the network for years.
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