Acer “refreshes” its brand with new campaign

WATCH the TVC created by Dentsu Communications to continue the “Acer makes it easy” positioning

Acer “refreshes” its brand with new campaign


Acer has unveiled its new campaign as part of “refreshing” its brand promise of “Life is busy, Acer makes it easy”. Dentsu Communications has created a new TVC aimed at making the brand relevant and attractive to a younger audience. 
Watch the TVC (story continues below)
The first sequence opens on a guy having coffee with a friend. A beautiful girl comes to sit at a table a little distance away. The guy has his Acer touchbook open in front of him, and flips it around for his friend to see, when the whole scene folds in. As a result, the guy is now seated across the table from the beauty, who takes a closer look at the twin touchscreen. The next sequence has a young girl stop by a billboard advertising a beach getaway. The girl outside the billboard’s holding an Acer tab, and as she checks out the website, the scene folds in. The girl lands up in the beach setting. The last sequence features a guy at a rock concert. He’s quite a distance away from the stage, and is jostling about for a better view. He holds up his Acer smartphone to capture the rockers on stage, but his view is blocked by other guys. When he finally gets the image onto his smartphone screen, the scene folds in. He lands up in the front row, and really begins to enjoy the performance. The film then cut to a product sequence that highlights the wide range of products Acer has to offer – touchbooks, tabs, notebooks, and smartphones. The film signs off with the new Acer logo.
Elaborating on the brief from the client for the new campaign, Sangeeta Velegar, executive creative director, Dentsu Communications pointed out that Acer now no longer merely a PC company and is at the forefront of the tab and smartphone revolution with new products coming out in 2011. 
“The focus of the new campaign was also to communicate to the growing Acer retail network, with Acer entering Tier 3-level towns in India. Returning to television after a gap of three years, Acer has refreshed its brand tagline without relinquishing the core promise of making life “easy”. The new tagline is “Easy is Acer”. The TVC expresses this promise through a simple, but arresting, device – a fold-in. Therefore, we see Acer collapsing the barrier between an individual and what he/ she desires. The device is quite eye-catching, while staying simple,” she explained. 
Client: Acer
Creative agency: Dentsu Communications
National creative director: Shivanand Mohanty
Executive creative director: Sangeeta Velegar
Account management: Kishore Subramanian, Samrat Chengapa, Ashwath Kumar, Shubhrangshu Roy
Director: Samir Tewari
Production House: Working I
DOP: Sushil Rajpal
Colourist: Catherine
Director (VFX): Prakash Kurup
Post-production: Prime Focus
Music: Amartya “Bobo” Rahut
Campaign India

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