Mobile data provider CSL is telling its customers it's opening up a "new world of discovery" for them as they enter the era of 5G mobile broadband. To drive this home, it's launched a whimsical new ad that reimagines Hong Kong as a virtual funhouse of twisted buildings, floating products, logos and data points, where animated characters and humans intermingle in a great big pastel-coloured soup mixing the real with the virtual.
It's a fun spot that might help people escape the current morbid reality under COVID-19, and imagine brighter days ahead when we can enter a new virtual world and... beat the living crap out of each other. Yes, much like Huawei already showed us in their film about how 5G will allow gamers to be able to scrap with virtual enemies in real time (by donning VR goggles and cool futuristic suits), about a third of this CSL ad shows how Hong Kongers will be able to...you guessed it, don VR goggles and cool futuristics suits and pound each other.
But there's a bigger point here. The ad explains "how CSL is now capable of achieving breakthroughs in terms of space and time, while sweeping away conventionally-accepted human limitations such as age, physique and stamina," according to an accompanying press release.
It goes on: "The concept is beautifully illustrated by a TV commercial in which a former professional boxer draws on his experience to defeat a younger opponent in a boxing bout fought in virtual reality (VR). In fact, this is a prime example of how CSL will harness 5G technology to open up a whole new vista of opportunities and possibilities."
Ad Nut feels what this beautifully illustrates is the kind of hype we see behind many 5G promises themselves—grossly overblown to the point of ridiculousness.
Wipe away limitations such as 'physique and stamina'? One could argue video games and esports already do this. What about 'age'? Well, Ad Nut doesn't know too many seniors out there clamouring "Speed up the internet dangnabbit! We need faster reaction times so I can give this youngster a drop kick."
Oh boy, Ad Nut is walking a dangerous line here on ageism and for that, Ad Nut, also a product of decades past, apologises. Ad Nut knows full well that older people can and will benefit from 5G just as much as others as we continue to see virtual products help with visualisation, remote communications and independent living. 5G should also help enable years of experience and knowledge to come to the fore in new ways. Just not necessarily in VR gaming battles.
CSL Mobile個人流動通訊業務董事總經理: 林國誠
Managing Director, CSL Consumer Mobile: Bruce Lam
Vice President, Brand & Communications: Macy Ng
Assistant Vice President, Brand & Communications: Kitty Lee
Manager, Brand & Communications: John Kam
Assistant Manager, Brand & Communications: Ricky Lau
Uth Creative Group Limited
Chief Executive Officer: Desmond So
Associate Creative Director: Kiren Kwong
Associate Creative Director: Claudio Cheng
Art Director: Ching Yip
Copywriter: Therese Tsui
Associate Account Director: Angus Chan
Account Executive: Bobby Yau
幕後製作室有限公司 Mutual Workshop Ltd
Director: James Leung
Executive Producer: Dicky Wu
Co-Director: Simon Sze
Director of Photography: Kokei Leung
Art Director: Lam Fung
Action Choreographer: Jack Wong
Line Producer: Fir Cheung
Assistant Producer: Thea Tam
製作主任 ： 陳向陽
Production Manager: Bonnie Ko Ching
後期製作公司Post-production House: Light Club Multimedia
動畫等效製作公司CG/VFX production House: Puppet Picture Ltd
作曲Music Composer: Ming Wu @ Giggle Music
Digital Media Agency: CruiSo Digital Solutions
Media Agency: Mindshare Hong Kong
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