Gionee takes on Samsung; pitches itself as the world's slimmest smartphone

Gionee has rolled out a new campaign for Elife S5.5, a phone that the company claims is the world's slimmest smartphone.

 

The film conceptualised by AndAnd opens with a lady entering a party. She greets her friends and keeps her phone on the table. One of them sees the phone and asks what it is. The girl says it’s the slimmest phone in the world and looks at another girl at the table who's busy on her phone. While the brand is not explicitly clear, the name at the back of the phone seems to suggest ‘Samsung’. The lady using it says, “Yes sure, but it's only a pretty looking phone.” A voice over then explains the features of the Gionee Elife S5.5. The film ends with the lady who owns the phone saying it's more than pretty - and that it's not made of plastic.

 

Anand Suspi, creative director, AndAnd, said, “The tonality of the TVC is competitive, pretty much like the previous Gionee E7 TVC. Gionee is a new entrant and it’s quite natural for some smug consumers to be dismissive. The aggressive approach is to put things in perspective for them. The idea is not only to convey how fabulous our smartphones are but also how relatively superior we are to the choices the consumer has. It requires gumption to take on more established players and that bravado can only come from one thing, superior quality and value that Gionee offers.”

 

Credits

 

Client/Brand: Gionee

Creative agency: AndAnd

Creative director: Anand Suspi

Production house: Doctor Films

Director (film): Sudhir Makhija