Playful Advert Bids Farewell to 2020 With Copy That’s Solely Readable in Your Rearview Mirror

LONDON—Given the pandemic, political and social turmoil, climate emergency and economic struggles of 2020, it’s no wonder that when the clock struck midnight on New Year’s Eve, many were willing to put the previous year well and truly behind them.

British value broadband and mobile provider Plusnet created a clever outdoor campaign that plays on people’s desire to shut the door on 2020 with an ad only readable in the rearview mirror of a vehicle.

The spot, titled “That’ll Do” and created by Accenture-owned agency Karmarama, is running on highways in major U.K. cities including Manchester, Leeds, Birmingham, Liverpool, Edinburgh and Bristol.

The reversed message reads: “Putting 2020 behind you? That’ll Do” and only makes sense when drivers glance at it in their rearview mirrors.

“That’ll Do” is a popular colloquial phrase particularly in Yorkshire, a county in northern England, which is where Plusnet first originated. The phrase is a deliberately understated way of expressing joy about a situation.

“We wanted to make something that summed up how people feel about seeing the back of 2020 in a fun way, while also getting across the message of what ‘That’ll Do’ means for us here in Yorkshire,” Sam Calvert, marketing director at Plusnet, said. “This campaign has been designed for passengers to enjoy and spark conversations reflecting on a year like no other. Like many, we’re happy to see the back of 2020 and wish everyone a Happy New Year.”

Client: Plusnet
Agency: Karmarama
Chief Creative Officer: Nik Studzinksi 
Creative Director: Ed Robinson
Creative Teams: Rachel Holding & Daniel Leppanen / Jon Coates & Josh Welton 
Head Of Design: Simon Wakeman
Planning Director: Claire Taylor
Senior Planner: Dan Cameron
Creative Producer: Alex Politis
Business Lead: Alex Guyan 
Account Director: Adam Davies
Account Manager: Sophie Kruger

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