Micromax has rolled out an ad film for its latest phone, the Canvas Sliver 5. The film titled ‘Jail break’ has been conceptualised by Lowe Lintas + Partners and went on air on 10 July. The film features actor Hugh Jackman, and pitches the Canvas 5 as the world’s slimmest phone.
Shot in the style of an action thriller, the film tells the story of Jackman, taking part in a daring prison escape, using the Canvas Silver 5 as his means of tool of escape. The film begins with a bound Jackman being thrown into a jail cell. Jackman uses his phone (which is too slim to be detected by the guards) to unlock the cell and make his initial escape. He then uses the this phone to make his way into the prison's ventilation shaft before using it as a distraction to jump down from the shaft and skilfully dispose of his captures. Having done this, Jackman leaves the building to get into a car. Unfortunately he is surrounded by the cops, who claim that a new record has been set for breaking out of the prison. Jackman teases the cops by saying that five minutes and five millimetres is all that it took for this to happen.
Shubhajit Sen, chief marketing officer, Micromax said, “Micromax Canvas Sliver 5, the slimmest and the lightest phone ever, deserved a campaign that could become the most entertaining ever. That’s why we have teamed up once again with Hugh Jackman, best known for his role as Wolverine. The strategy was to elect Jackman to introduce the slimmest phone ever, in all our communication. Hugh’s dynamic fearless personality, our creative appetite for technology, keen consumer insight combined with our innovation engine makes this a very powerful partnership. As we further look to strengthen our footprint across the globe, this is an ideal association for us to build on the audience connect as he is the leading name in the entertainment industry in the world.”
Amer Jaleel, NCD, Lowe Lintas + Partners, said, “We wanted to give Micromax consumers a thrilling ride with a favourite star. The fact that Hugh gets himself out of a sticky situation using the slimness of the phone provided exactly that opportunity. We crafted the film to look like a movie. We designed the experience to be one where the slimness is an after-realisation. It's 'Oh so that's what was happening with the phone' rather than 'Oh look how he's using the slim phone'.”
Creative agency: Lowe Lintas + Partners
Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Abhishek Deshwal, Satindar Pal Singh, Anshul Nagpal
Account management: Rajiv Chatterjee, Jaten Jais, Abhishek Sehra, Shreya Bansal
Client: Shubhajit Sen, Ashwarya Wadhwa
Production house: Perfect 10 Films
Director: Richard D’Alessio