Gionee has launched a campaign to announce the launch of its 4G phone ELife S7. The ad films have been conceptualised by AndAnd Brand Partner.
All four films begin with the promise of S7 being ‘ten times faster than my (the protagonist’s in each ad) dad’s phone’.
In this film, a father, seen at a tennis court, reacts to the claim that he just bought his phone yesterday. To which his son, seen playing pool, comments that the phone his father has bought has yesterday’s technology.
The ad film has a father, seen at a golf course, mentioning that his phone has 3G. The son’s response is that 3G is now history.
A father, seen at a hotel lobby, comments that his is an expensive phone. His daughter, at a café with her friend, responds that it just isn’t worth it.
Following the same format of the previous three films, this one too sees a father, reading a book by the pool. To his comment that he can watch videos on his phone, his daughter at a bowling alley says that he still needs to buffer those videos.
All films end with a voice over ‘Discover the speed of 4G with the new Gionee S7’, and a product showcase.
Anand Suspi, creative director and copy writer, AndAnd Brand Partner, said, “Speed is a youth trip. The paradox is that they have far more time yet far less patience. But their spare time is their trip time – downloads, surfing, video chats, games etc. And in their world, anyone who doesn’t get the latest in technology is an `Ufff Person’. And the closest is their dads.”
The films air during the IPL and will straddle digital, retail and outdoor.
Credits
Client: Gionee
Creative agency: AndAnd Brand Partner
Creative directors: Anand Suspi, Harpal Singh
Account Management: Rohan Tandon, Raghav, Shikhar Khandelwal, Deepak Nanda
Copy: Anand Suspi
Art: Manika Jhalani, Parmit Dabas, Shyamakanta Pradhan, Harpal Singh
Production house: Doctor Films
Director: Sudhir Makhija
DoP: Tirru
AD: Pooja Hegde
Post: Kuddus Shaikh
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