Nokia unveiled a new strategic approach this week with a pounds 6
million television campaign through Grey London.
The drive is part of a pounds 25 million global relaunch of the brand,
which stresses that the simplest forms of communication are the best
ones and that Nokia understands this.
The 40-second TV spot opens with a mixture of images, each showing
different ways in which people communicate with one another. Japanese
drummers are interweaved with footballers being shown the red card and
footage of the anti-war demonstrations of the 70s. These are intercut
with other images such as wartime morse code, space men talking using
voice units and even graffiti.
Eventually, a story begins to unfold with a builder stranded on the top
of a building because his ladder has been knocked away.
‘There are many different ways to communicate. But, usually, the
simplest are the most effective,’ a voiceover says as we see the
workman’s dismay when he realises his plight. However, after a brief
pause, he simply takes out his Nokia phone and calls his mate inside the
house to come and set up the ladder again.
‘So, at Nokia we make it as easy as possible for you,’ the voiceover
The campaign was written by Chris Street and art directed by John
Clifford. It broke on Thursday. The creatives saw about 50 reels before
finding a director for the piece, which uses overlaid images and
involves several layers of activity on film. Finally, Lazlo Kadar was
chosen to direct the spot through Wow Haus.
Media buying and planning was handled by MediaCom, which also co-
ordinated the mixture of 20-second, 30-second and 40-second commercials
A concurrent press campaign is being run out of Grey Germany.
Meanwhile, the pounds 6 million UK budget will also cover two new
product launches later this year. The first is the Nokia 8110, an
ergonomically designed phone that is curved to fit the face better,
which will be unveiled next month. In September, Nokia is launching the
Nokia 9000, which will combine a palm-top computer with a telephone.