This Optimus commercial offers a fun take on text messaging for adults. An attractive, well-dressed couple sit in a darkened room in front of a flickering tv set, coyly regarding each other from opposite ends of the couch. Suddenly, on the coffee table, his phone buzzes: a text message from his date sitting a few feet away! Is she really too shy to speak to him on their date? Flirtatious text messaging ensues, until the couple agrees to adjourn to the bedroom together, all via text, without having uttered a word. At first you're wondering why they'd carry on this way, and you think, is this ad going to absurd lengths to show how en vogue texting is? But as the camera pans away…well, watch the ad.
Apart from being a cute, funny way of playing with our expectations, the ad does a good job using that element of surprise to target an older audience for text messaging. Associated as it is with a lowering of communication standards via its "wot r u up 2" message etiquette, grownups may not necessarily think of it as the go-to mode of communication. It's nice to see texting and flirtation, for that matter depicted outside the realm of the teenybopper crowd!
If - yeah, The embedded ad (which was above) takes too long so just click here to see it at wi-fitv.