Hisense UK. Choose Smarter.
In a cost of living crisis, a new frugal consumer has emerged; The Aldirati. The savviest of shoppers who are seeing through big brand bullshit.
With the development of their ‘Choose Smarter’ platform, Hisense went from the one-upmanship of wealth on show, to one-upmanship through being in-the-know. Positioning them as the smart choice for top home tech –
starting with announcing their TVs in year one.
Manifesto
Paying way over the odds. That’s not smart or savvy.
So the tech brands that promise more but deliver little?
They should be worried. Because change is coming.
Led by smarter, more switched on shoppers.
People who don’t confuse status with quality.
People who don’t need the reassurance of a poncey logo.
People we’re proud to stand behind.
By making the latest tech more democratic.
Why should innovation be reserved for the few?
We make it available for the many.
It’s not about showing off, it’s about staying ahead.
It’s about being in the know.
So when you’re choosing a new TV, fridge or washing machine…
Choose Smarter.
In year two of the platform,
Home Appliances were introduced into the marketing mix.
Where people want more than a deal; they want everything they expect, with no compromises. Upgrading shouldn’t mean giving something up.
With Hisense, it’s about getting everything you want.
Premium features, no trade-offs, no regrets.
Premiumising perceptions.
Moving Hisense from an entry-level to established, the art direction was elevated – echoing the slick technology itself.
The disciplines
Creative strategy & direction
Script writing
Client relationship leadership role
TV / OOH / Social
The details (TV advert)
Director: Richard Hunter
Production: Greenroom Films
Executive Producer: Lucy Ball
Producer: Max Thomas
Production Manager: Rob Lumb-Mercer
Offline Edit: Lee Archer
VFX & Online: Chris Tuszewski
Colourist: Jax Harney @ X-LDN
Colour Producer: Chloe Saunders
Sound Engineer: Tom Joyce @ SoundCanvas