Conceptualised by Contract Advertising, the campaign highlights the brand’s superior technology and aggressive R&D that deliver products which are completely ‘unreasonable’
BestMediaInfo Bureau | Mumbai | January 6, 2015
Acer has launched a defining brand campaign titled ‘Being Unreasonable’, in two phases, with brand ambassador Hrithik Roshan. The first phase was the teaser promo launched during the festive season in October 2014. It was then followed by the main TVC which has been on air for the last couple of weeks.
The new brand campaign can be seen as the evolution of the previous brand messages of ‘Acer makes it Easy’ and ‘Beyond the Obvious’. The 40-second TVC, conceptualised by Contract Advertising, highlights the brand’s claim of technological superiority and aggressive R&D, which help it to delivers products that are completely ‘unreasonable’. The brand wanted to tell the story of the indomitable stubborn Acer scientists who refuse to concede even when confronted with perfection, using the human embodiment of perfection – Hrithik Roshan.
The second phase will include a 360-degree campaign blitzkrieg across print, radio, digital, outdoor and cinema. It will be supported by PoS collateral and BTL activities to boost visibility.
Ashish Chakravarty, NCD, Contract Advertising, said, “A celebrity definitely brings attention to an ad, but the challenge was to make the connection even more powerful, and therefore effective. And as you can see, we didn’t ask why, we asked why not!”
The film opens on to a large busy technology lab where a group of white coat clad scientists are examining Roshan who is dressed in a black tracksuit. The scientists stand around him quizzing and testing him and treating him like a product of technology. They ask him questions like ‘Can you swivel 180 degrees?’, ‘Can you run non-stop for seven hours?’ Roshan tries to match up to their tough expectations until one of them comes at him with a hammer to check if he is ‘unbreakable’, making him extremely nervous. In the end, when one of the cheeky scientists asks him if he can ‘teleport’, Roshan disappears!
Acer’s various products are showcased at this juncture, each with a feature that is truly remarkable, and a big differentiator in its class. The voice-over then states candidly, ‘What do we do with something perfect? We try to make it better. Unreasonable. That’s the only way we know to create products that delight you’.
S Rajendran, Chief Marketing Officer, Acer India, commented, “In line with our latest brand proposition ‘Being Unreasonable’, at Acer, we ask not why, but why not. For our research and development team pushing the limits of possibilities has become the norm and that’s something which has always been a part of our DNA. In order to break all barriers between people and technology, we challenge every limit and stereotype which enables us to come up with products that completely delight our customers. For Acer, it’s important to lead the market rather than follow existing trends, and the only way we drive reason into our products is by ‘being unreasonable’. This television commercial showcases some of the unreasonable things our products can achieve such as swivelling 180 degrees, tough and unbreakable exteriors, batteries lasting for seven hours, among many others. This is only possible because of the indomitable spirit of our R&D experts who leave no stone unturned in achieving the impossible.”
Creative Agency: Contract India
National Creative Director: Ashish Chakravarty
Creative Team: Manoj Jacob, Rahul Ghosh, Kapil Mishra
Account Management: Monojit Ray
Planning Team: Rohit Srivatsava, Jayant Govindarajan
Films Chief: Sugoto Ray
Film Director: Jeff Balsmeyer
Producer: Sam Gaur
Executive Producer: Farid Khan & Ajay Vasu
Production House: Milestone Films
Director of Photography: Ayanka Bose
Post Production: Amit Chawda
Music Director: Micu Patel