Hisense. It’s Upgrade Season.
During the NBA playoffs, there’s a potential 120 million sports fans in the market for a new TV. That makes it the perfect time to upgrade. But with insight that family and friends are more reluctant than ever to part with their cash, we needed some Grade-A persuasion.
Enlisting the help of 13x NBA All-Star, and all-round good guy, Dwyane Wade to use his powers of persuasion to convince the naysayers in consumers’ lives to get the Hisense screen of their dreams.
Family on the fence?
Get the Wade defence.
Rally phase
With tongue firmly in cheek, we parodied injury attorney commercials – launched with a rallying cry to sports fans of America, a call to arms to get D-Wade to heed their need.
Respond & Reward phase.
With hundreds of cries for the Chairman’s help, we then filmed him responding – giving out priceless advice. We scripted responses for Dwyane for him to riff off. And gave away some TVs for free.
A look behind the scenes.
Shot in LA.
The details
Talent: Dwyane Wade
Director: Chris Cottam
Producer: Desmond Marzette & Bobby Metelus
Set Design: Chloe Park
Production: Chief (UK) & Slash Dynamic (US)
Post-production: Chief (UK)
The disciplines
Campaign planning
Creative strategy & direction
Script writing & storyboarding
Client relationship leadership role
Film / Social