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

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