Ugly Shanghai takes viewers on a breathtaking journey to showcase OnePlus’ absurdly good phones – Campaign Brief Asia
Independent creative agency Ugly has partnered with mobile technology company OnePlus to launch Nord 4, the fourth generation of its highly acclaimed, budget-friendly mid-range product line.
In a market saturated with brands offering similar technologies, the Nord series integrates high-end features into mid-range phones, offering exceptional value for money without compromising on quality. Phones that can only be described in two words: Absurdly good.
With a dash of absurdity and humor, the campaign brings the remarkable capabilities of the new Nord 4 phone to life. From lightning-fast processing speeds to an exceptional display system, users’ eyes will widen in amazement as they discover each feature. This playful and engaging approach highlights the superior quality and value of the OnePlus Nord, making it a standout choice in a crowded market.
Set in the style of a Wes Anderson film, the action takes place against the backdrop of a Bucharest hotel, where the telephone appears on the menu of a snobbish and sophisticated restaurant, capturing a unique blend of sophistication and eccentricity.
To bring this vision to life, Ugly teamed up with acclaimed Argentinian directing duo Plástico, known for their offbeat pop style between fashion and humor used in campaigns for brands like Coca-Cola and AT&T.
“Filming was a lot of fun because the situations were so strange and everything around us was so beautiful. There was an elegant, eerie atmosphere on set that motivated us. It was the first time we stayed in the same place (the hotel) where we were filming, so we were able to calm our fears by visiting the set before breakfast or on the way to the pool; it was all very surreal! (…) We loved working with Ugly, it was an instant fit, our brains and hearts liked each other,” said Ale Ruax (Plástico).
The two directors brought to life a surreal and chic evening where fun, playful and daring scenes overlap each other, showing us one by one all the features that make this phone so good that you won’t believe your wide eyes.
