Young & Rubicam is using aliens to promote the T28, Ericsson’s
smallest, thinnest and lightest handset.
The #5 million campaign aims to show the phone’s sophistication and
cutting-edge technology and give Ericsson a more futuristic
The ad opens on a man whose car has broken down. He is pictured using
his T28 to phone for help while behind him a cow disappears into a beam
of light. The man becomes enveloped in blinding light before being
transported on to a spaceship.
The aliens, however, are fascinated with his phone, and examine it at an
observation table. Their thoughts are revealed in subtitles.
’The small one is obviously the leader,’ says one alien, looking at the
’Why does the small, smart one stay with the big dumb one?’ asks
’What do you think?’
The first alien then puts the phone into his mouth and says: ’It tastes
The ad ends with the line: ’Small, Intelligent, Tasteful’ and the brand
strapline, ’Make Yourself Heard’.
It was written by Ron Saltmarsh and art directed by David Ayriss. The
director of photography was Russell Carpenter. It was directed by Erich
Joiner through Tool. The background soundtrack entitled Aliens was
produced and recorded by the Prague Symphony Orchestra.
Radio ads break on Friday with 30- and 60-second ads running on TV and