The global campaign highlights the strengths of the brand's latest smartphones and tablets by contrasting active and inactive choices. The scenes include a pair of slippers versus a pair of ballet shoes, a cookery book versus a take-away and a group of friends on a sofa versus a group on an amusement park ride. Actors, cartoon imagery and computer graphics have been incorporated into the advert which culminates with the statements, "There are people who don't. And there are people who do," followed by the question, "Do you?"
Directed by Kevin Thomas, who has created commercials for Mini Cooper, American Express and Adidas, the first 40 second ad will also be followed by two 30 second versions.
Advertising Agency: Abbott Mead Vickers BBDO
Media Agency: Starcom
Online Advertising Agency: Razorfish
Director: Kevin Thomas
Music: The Fiery Furnaces (track title: Nevers, taken from their album Bitter Tea)
