Alex Casey unpacks the confusions of One NZ’s sprawling Let’s Get Connected campaign
A critic examines the controversies and unanswered questions surrounding One NZ's multi-chapter advertising campaign about a man searching for his biological parents.
One NZ's Let's Get Connected campaign, which launched over two years ago, follows a character named Jade searching for his biological parents across Scotland and New Zealand. The long-running series has drawn criticism for its light-hearted treatment of adoption, sparked complaints to the Advertising Standards Authority, and faced controversy when an actress in the ads shared a politician's personal address. Despite spanning multiple chapters with increasingly surreal plot elements, the campaign remains unresolved, with Jade's search for his father still incomplete.
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The many confusions and controversies of One NZ’s never-ending ad campaign
Alex Casey attempts to unravel the years-long, frequently frustrating family mystery that is One NZ’s Let’s Get Connected ad campaign. Here in Aotearoa, we adore a good long-running ad campaign, even when it means being haunted by the same faces…