TDC In The Nude

The former Danish PTT, today TDC, has introduced middle age nudity as part of their future corporate branding. That may be a good idea, and then it may not be such a good idea.

The provoking concept links in fine with even more provoking Danish commercials Danish Mother seeking Father  of Child, and the quite recent Hit the Bitch PSA. Both of these campaigns needed to go into hiding shorty after introduction.

According to local newspaper, BT, the strategy behind the new series of commercials is to level with the customer. Claus and Britta have already a considerable fan group on facebook, and are more popular there than the Danish prime minister. If that counts.

Are these people really in the nude as it seems intitially? No, they’re not. That are dressed up in nude costumes. If not you might have noticed that the man, Claus, is played by a woman, and (what else) the female, Britta, is played by a man. Actors are well known Peter Frödin (Britta) and Kirsten Lehfeldt (Claus).

Barebones will follow the TDC campaign and have a critical look at it. The question is if this type of branding by nudity works beyond the level of media attention, and facebook fan groups?

Stay tuned for more bare news on Claus and Britta ….

Agency: wdp, Denmark.