July 1, 2014: Gionee which recently launched its smartphone Elife S5.5 in the market has rolled out a new campaign to take on rivals like Samsung, Micromax, Karbonn, Nokia and Lava. The company has rolled out a new campaign claiming that Elife S5.5 is the world’s slimmest smartphone. The new ad film has been conceptualised by AndAnd Agency, produced by Doctor Films and Directed by Sudhir Madkhija.
Speaking about the new world’s slimmest smartphone campaign Anand Suspi, Creative Director, AndAnd was quoted as saying, “The tonality of the TVC is competitive, pretty much like the previous Gionee E7 TVC. Gionee is a new entrant and it’s quite natural for some smug consumers to be dismissive. The aggressive approach is to put things in perspective for them.”
He further added that “The idea is not only to convey how fabulous our smartphones are but also how relatively superior we are to the choices the consumer has. It requires gumption to take on more established players and that bravado can only come from one thing, superior quality and value that Gionee offers.”
In a hard hitting advertisement targeted directly at Samsung the new ad of Gionee shows a lady entering a party with a phone. She is shown greeting her friend and she keeps her phone on the table. The camera shows another girl playing with her phone and as it zooms in to the back of the phone it suggests that Samsung is written on the phone. The girl using it says that it’s a pretty looking phone and the girl who is initially shown entering the party signs off by saying its more than pretty and it’s not made of plastic. In between as the camera changes over a voice over explains the features of Gionee Elife S5.5
Gionee Elife S5.5 advertisement
[youtube height=”HEIGHT” width=”WIDTH”]https://www.youtube.com/watch?v=tOqqZDmZ3DQ[/youtube]