MOBILE PHONE SERVICE: GOOGLE MAPS

	Download original version (size: 1.2 MB; duration: 01:00)
Released:	March 2007
Advertiser:	HELIO
Brand name:	MOBILE PHONE SERVICE
Agency:	DEUTSCH
Country:	USA
Category:	Commercial public services
Tags:	Los Angeles

Credits:

Advertising Agency: DEUTSCH, USA, Los Angeles
Executive Creative Director: Eric Hirshberg (President/Chief Creative Officer)
Creative Director: Nate Morley, Assoc. Creative Director/ Jennifer Park, Assoc. Creative Director
Scriptwriter: JD Jurentkuff


Script in English
MVO1: (singing) Helio. (Yeah)
H to the Elio. (Come on…)
Tough Boys, are you ready to –
Harmonise?

Girl, you got me all tied down
Now I never get around
Spend Friday nights on the couch
Girl, I think I’m done with you... (All done.)

I got the whole world to see
I want to find the world’s tallest tree
The bombest BLT
Google Maps will set me free

MVO2: I got a new toy and it’s really insane (insane)
It’s called a Helio and it’s got a huge brain (huge)
It knows where I am and I tell it where to go
It’s got Google Maps with the GPS...Heli-o-o-o-o!

I got Google Maps in my pants (Helio!)
In my pants
In my pants (GPS!)

Put Google Maps in your pants (Get a Helio!)
In your pants
In your pants

MVO3: Location services may not always work under all circumstances and are device
dependent.
Group: (singing) Don’t call it a phone.
MVO3: Get a Helio today at Helio.com.

Brief Explanation
This is a spoof of American music known as Boy Band. The Boy Band style is pop music created by record labels to sell millions of albums to young people. It is shallow, melodramatic and overly sentimental. Just the type of thing big cell phone companies use to reach the youth market. Helio - a true youth brand known for its 'Don’t call us a phone company' tagline, used this spoof to distance themselves from the competition while imploring young hipsters to put Helios equipped with 'Google maps in their pants'.