Siemens launches its Xelibri mobile phones

Mother and Naked have created a campaign for the new Siemens mobile phone brand, Xelibri, which aims to position the mobile as a must-have fashion accessory.

The campaign is a multi-media, multi-market drive that seeks to bury the technology-oriented approach more commonly used by the sector. The creative itself presents an ironic take on the future; the idea is to subvert the fashionistas' world of slavishly following fads, and highlight the fact that a mobile phone can be fun, simple, useful and stylish.

The campaign will run in the UK, Germany, France, Italy, Spain, China and Singapore.

The first element breaks next Monday with a single insertion in i-D magazine.

This will be complemented by a teaser campaign using window displays in retailers in a number of European capital cities, including Selfridges in London and Colette in Paris.

The main broadcast campaign kicks off in May with 90-second cinema, 60-second and 30-second TV films, and press ads in titles such as Vogue and Elle. Media planning is through Naked. Buying is through OMD.

The Traktor-directed broadcast executions are set in a world where everyone looks the same - satirising the slavish following of fashion.

The ad shows a man walking down the street with a dog. The man stops, his dog turns into a beatbox and the man begins to dance. But pandemonium breaks out with people screaming and running everywhere.

The man suddenly becomes a "dance criminal" and has to run away. A huge manhunt to capture him ensues, but everyone looks the same. In the end, the mob thinks it has caught him - but he turns out to be the wrong suspect.

Meanwhile, the real "criminal" escapes to a mythical dreamworld, where everyone dances and has fun.

The press work's premise is that the Xelibri exists in a totally different paradigm from the myopic, technology-obsessed phone brands that exist today. It spoofs different scenarios of an everyday future world. One execution shows a beauty parade where everyone looks the same, and another features a wedding shot where, again, everyone has the same face.

The overall strapline is: "That's so tomorrow", intended to be a twist on the phrase "That's so last year."

Chad Ellis, the vice-president of marketing at Xelibri, said: "Few brands have the chance to create a new category in people's minds, and we knew our communication had to be as provocative as our phones."

The ads were written and art directed by Mother.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).