Emily Tan
Nov 27, 2014

Ogilvy launches new Honor 6 smartphone globally with phone-less ads

HONG KONG - Ogilvy & Mather Hong Kong is behind a global campaign launching China-made Honor 6 smartphone in new markets.

Client: Huawei

Agency: Ogilvy & Mather Hong Kong

Market: Global

Campaign scope: Three short, documentary-style films (the other two feature Rik Sargent and Marc Granen), three print visuals and two product visuals.

Press release quote: "The visuals feature three people who have given up unfulfilling jobs to live their passion and follow their dreams. In contrast to smartphone brands that put their devices on a pedestal and sell in a brick and mortar store and actively lecture fans to follow, Honor will change the landscape and break the norm of a one-way relationship between brand and follower."

Comments: While we like the well-told inspirational stories and beautifully crafted short films, we question whether the decision to not show a phone that no one's familiar with is a good sales tactic. It's one thing for an iconic and trusted phone brand such as Apple to opt to create a series of ads that never actually show the item they're selling, but it's quite another for a brand no one has heard of. Also, while "For the Brave" is a inspirational slogan that ties well with the brand name 'Honor', it does imply that purchase of the phone may be foolhardy. 

CREDITS:
Chief Creative Officer: Reed Collins
Associate Creative Director: Richard Sorensen
Senior Art Director: Raluca Stroe
Business Director: Jeff Leong
Account Director: Candace Tan
Account Manager: Crystal Choi
Planner: Eva Augustyn
Producer: Jacqueline Ho
Director : Stephan Wever
Production House : B-Reel UK
Music Production : Music Amsterdam  

 

Related Articles

Just Published

1 hour ago

WPP chiefs buy more shares despite Covid second-wave...

Stock price underwent a temporary bounce as investors considered the move a vote of confidence.

2 hours ago

WATCH: Hennessy celebrates 150 years with a daytime ...

Gunpowder and fireworks artist Cai Guo-Qiang staged the global event in celebration of Hennessy XO's 150th anniversary.

3 hours ago

Byron Sharp on why the best response to Covid-19 ...

He said that it is 'embarrassing arrogance' that marketers would think people were interested in what they had to say about the virus.

18 hours ago

See the full winners results from the APAC Effies

BMF Sydney and ALDI Australia take the Grand Effie for their entry, Loyalty Pointless Points, while Ogilvy was crowned Agency Network of the Year.