WhatsApp says goodbye to the green bubble stigma

Are you a victim of…

*Looks around and lowers voice to a whisper*

The Green Bubble Struggle?

Do you have that One Person in your family that refuses to be normal and ruins all the group chats with their *shivers* Android?

Are you tired of sacrificing full resolution images, read receipts, and likes?

Or maybe, you are the green bubble…

*Everyone gasps*

WhatsApp says fear no more.

Because now you can avoid Apple’s clever colour-differentiation strategy and group chat MMS limitations.

Meaning, no more green bubble stigma.

Which has been a thing since Apple rolled out its superiority complex marker (iMessage) in 2011.

The truth, however, is that the rivalry between Android and iPhone users is a tale as old as time. The group chat argument is one in a very long list of 'ours is better' ammo for each side.

So WhatsApp's new commercial featuring the cast from Modern Family is here to settle things once and for all.

Unfortunately, we can’t expect a reboot of the show, but who better to represent literal modern family drama?

The hilarious ad features Claire, Phil, and Cam cooing over a picture in the family group chat, when Mitchell asks why he can’t see it.

The three shoot nervous looks at each other before telling Mitchell they’ve cut him out of the family chat because of the 'blurry photos and weird likes' caused by his 'new phone.'

That’s when a painter working on the window outside joins the conversation with, 'You know if your group has different phones, just use WhatsApp. It’s seamless and private.'

WhatsApp's strategy of using a common issue of Android and Apple users, and positioning themselves as the solution, is SO clever.

I also love it when ads revive classic TV shows. It’s like seeing a beloved family member (in this case, four) for the first time in years. And WhatsApp isn't the only brand to use this strategy.

Last year, Walmart brought back the Mean Girls cast for a series of commercial spots. And just a few weeks ago, Pop Tarts brought back Seinfeld characters Jackie Chiles and The Soup Nazi.

Using nostalgia can be a great way to capture fan audiences within the intended target market.

But here's what else WhatsApp did really well: they identified a common frustration among phone users on both sides of the green bubble feud. They then used beloved pop culture icons to promote themselves as the inclusive middle ground. Genius.

Three takeaways for your brand:

• Address common pain points. By highlighting the green bubble frustration, WhatsApp positioned themselves as a practical and user-friendly solution. To do the same, identify and target prevalent issues your customers face and show how you resolve those problems.

• Leverage nostalgia with familiar faces. The use of favourite characters from Modern Family taps into the audience’s affection for the show. This approach grabs attention and is great for tabloids. But, just as importantly, it creates an emotional connection with the audience. So think about how you can incorporate popular elements from past media or significant characters in your campaigns. It doesn’t need to be huge; it could even be a cultural icon from your hometown.

• Highlight inclusivity and seamlessness. This WhatsApp ad emphasises the importance of universality and ease of use. Showing how your product or service can bring people together and simplify user experience can attract a broader audience and foster a sense of community within that.

And remember kids, no bubble shaming.

-Sophie, Writer