Just recently LMT launched a new product – a mobile family package – that undoubtedly marks a new era in the mobile telecommunications sector. The home telephone has become mobile, the Internet is wireless and calls are free. Such an innovative product had to be introduced in an innovative campaign, at the same time keeping in the mind the product’s user and its usage – the family at home. So how could we do this given that the family is so excessively used in advertising campaigns? In particular, the idyllic family whose kitchen layout, not to mention mum’s hairdo, seems to cross over from one ad to another, regardless of the advertised product? It was a tremendous challenge! We looked at the family from a historical perspective, updating archetypical family roles and creating a TV add in documentary National Geographic style. We created a story about the father of a family as the head of a tribe (everyone has watched the National Geographic features about communities of animals) who cares for his family with self-respect. To sharpen the story, we used a voiceover by Māris Andersons which is very familiar from film about various tribes and the animal world. Thus, we managed to avoid the usual artificial idyllic scenarios, at the same time clearly talking about the requirements of a family and opportunities to satisfy them.

Normunds Zalpēteris, LMT’s Corporate and Marketing Communications Service Director admits that, "It’s a great challenge for an agency to explain a package of services in 45 seconds whose individual services are unfamiliar. Therefore, the metaphor of the hunter as the head of the family was a very successful choice, because it directly addresses the primary target audience – men who are familiar with and interested in technology and its significance in family life. Even though the campaign’s business results have exceeded the set target, we believe that this is just the start of far bigger numbers when the packages are much more familiar and we address the "most conservative" segment of the audience."