The 7650 is Nokia's first handset with a built-in camera, allowing users to take instant photos and then send the images to other mobile users coupled with text and audio. The Bates TVC dramatises the product feature, showing someone taking a photo of a sheep in a field. When the visual is sent via mobile, hundreds of removal men run onto the scene and literally pack up the countryside, sheep included, to transport it to the receiver.
The special effects were done by Sydney's Animal Logic, the company responsible for the visual wizardry seen in movies such as the Matrix and Moulin Rouge.
"I think the commercial is attention-grabbing and it makes you want to find out what the product is about, said Thomas Sonberg, Bates regional account director.
Sonberg said it was not so much about taking pictures but sharing moments, adding that the product's features were in line with Nokia's brand positioning - 'Connecting People'. The campaign is aimed at a broad target audience although the core targets are early adopters and social achievers. The campaign, supported by three print executions, has been launched in Singapore, Hong Kong, India and Thailand. The 7650 sells for about S$800-900 (US$456-512) and competes against SonyEricsson's T68i and Motorola's A820.
