The Sensational Gionee ELIFE S7 says Faster Than My Dads Phone

The sensational Gionee ELIFE S7 TVC is designed to evoke a sense of one-upmanship. The entire campaign encompasses the complete attitude of the brand which is young, bold and dares to take new strides. While the previous generation has remained confused with their choices, the young have experimented, explored and shifted to perfection. The campaign opinionates how younger brand has caught the eye of the youth and older brands are ageing.

CAMPAIGN IDEA

The tonality of the campaign captures the desire of the youth for technology and their ease with it. As far as the elder generation goes, the campaign reflects their confusion.

“Speed is a youth trip. The paradox is that they have far more time yet far less patience. But their spare time is their trip time – downloads, surfing, video chats, games etc. And in their world, anyone who doesn’t get the latest in technology is an `Ufff Person’. And the closest is their dads.” – Anand Suspi, Creative Director and Copywriter. Hence the campaign idea of `10 TIMES FASTER THAN MY DAD’S PHONE’.

GIONEE ELIFE S7

Gionee ELIFE S7 is the world’s slimmest dual 4G SIM Smartphone made of the finest materials, it sports a sexy `U Rail’ design and packs in a host of desirable specs. The big point however is its 4G/LTE ability. 4G speeds will soon become the norm and the S7 is a highly advanced 4G device. The entire campaign is centered on the 4G speed ability of Gionee S7.

CAMPAIGN DETAILS

The S7 campaign is a series of films that will be aired during IPL. The core thought is extended across digital, retail and outdoor. The films have been shot across various locations in Bengaluru.

Credits
Name of the Creative Agency: AndAnd Brand Partner
Creative Directors: Anand Suspi, Harpal Singh

Anand Suspi has been in advertising for over 19 years and has worked with Lowe, Mudra and Haukhodo. A large part of his career was with Lowe. He has handled brands such as Maruti, HT, Havells, Dabur, Croma, Lifebuoy, Boroline, Micromax and Sony Xperia. He currently operates as an independent creative consultant.

Account Management: Rohan Tandon, Raghav, Shikhar Khandelwal, Deepak Nanda
Copy: Anand Suspi
Art: Manika Jhalani, Parmit Dabas, Shyamakanta Pradhan, Harpal Singh
Production House: Doctor Films
Director: Sudhir Makhija
DoP: Tirru
AD: Pooja Hegde
Post: Kuddus Shaikh