Let me introduce you guys to my phone, you see I don't have an iPhone like the rest of the plebs in my office, I have a OnePlus2, and I love it. This is the brand campaign for OnePlus in India, where the phone is already hugely popular. Created by Orchard Advertising, Bangalore, they explain the brand vision:
"OnePlus was born out of a simple, bold idea: make a better phone. But, not just a better phone – a better way of doing things. Its spirit to ‘Never Settle’ drove it to go ahead with nothing less than extraordinary. This ‘OnePlus’ spirit exists in all of us. While we may have achieved something, we still believe that we can do better."
Lots of people are "never settle" type personalities, and while I'd like to be the woman boxing all day, I'm the one who works in advertising until the wee hours instead, which is a far less interesting visual and doesn't give me a fantastic physique (damn!)
This ad may be the sporty and driven "never settle" people, but the idea has legs for any lifestyle & career to be shown in its place. This is more about an attitude, than a piece of hardware. It's lifestyle, not specs. I might have chosen a less raspy VO, but your milage may vary.

Client : OnePlus India Agency : Orchard Advertising, Bangalore Branch head & Senior Vice President : Neha Contractor Brand Director : Priyanka Borah Executive Creative Director : Vinod Lal Heera Eshwer, Neel Roy Writer : Vinod Lal Heera Eshwer Production Co & City : Seventy Agency, Sweden Executive Producer : Jacob Fant Producer : Petter Hansson Director of Photography : Pelle Hallert Production manager: Maria Billberg Post Production Supervisor Petter Hansson Editor: Camilo Altera Online editors: Unsiel Bautista Sound Engineer : Istvan Stenberg Grade: Sebastian Guest
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Comments (5)

  • Ethan's picture
    Ethan (not verified)

    Good Film.

    Mar 29, 2016
  • sherief razzaque's picture
    sherief razzaque (not verified)

    I work for a competitor but like (and proudly own) the oneplus one. What phone doesn't talk about attitude and mindset these days? It misses the mark for me.
    We see a lot of training, exercising and parkour befitting triathletes, x-games athletes and elements usually associated with sports brands. The phone is peripheral to all that.

    And punching a heavy bag without wrapping your hands beforehand may ooze attitude, but you'll soon drip blood!

    Mar 30, 2016
  • Michael D.'s picture
    Michael D. (not verified)

    Yeah, I have to agree with what Sherief says. Its a bit "Apple-lite" with the DJ and dance-hall situations too. Or Samsung for that matter, it feels like we've seen all of this before. This is meant for India though, and I don't know what the competition looks like in that market.

    Dabitch saying she had one made me look up the phone and specs and now I'm interested so.. uh.. maybe the ad worked after all.

    Mar 30, 2016
  • Dabitch's picture
    Dabitch

    All y'all iPhone zombies, Kidsleepy.

    Mar 31, 2016

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.