Hisense. America, let’s get real.
Hisense might be the fastest growing consumer electronics brand in the U.S., but with awareness and ownership of their TVs low in the category, they were still up against it with the big boys.
Developing the new brand platform “Let’s get real”, Hisense was positioned as the straight-talking alternative to the overhyped and overpriced competition. Cutting through, and calling out, the category’s bullshit marketing tactics. Making Hisense the new tech democratiser for the people.
A strategy based on trust and truth.
Enlisting the cut-throat comedic talents of US comic Joel McHale as Hisense’s “Official B.S. Filter”, we launched the new positioning with a series of culturally self-aware films supported by in-market, retailer and social content.
U8G product ad
100 day No regrets guarantee. An offer that’s a first in the TV market.
U7G product ad
Demonstrating the power of 8K content. With 8 Kittens. Obviously.
Creating Hisense’s most successful product launch to date.
CES is the biggest launch moment for tech brands, where they get in front of the most influential tastemakers in the world, and proudly show off their wares. But with Covid grinding that to a halt, we found a novel approach. A 30 minute virtual launch with Joel McHale.
Recorded as Hisense’s most successful launch to date, it hit differently with critics.
Virtual launch of the 2021 TV range
Elevating the products.
Cutting the bullshit doesn’t mean cutting aspiration levels. For the products, I art directed a team of 3D artists in China to create dynamic launch videos and stills, highlighting the features. Cinematic in tone; this is all about moving the dial in people’s mind that Hisense is bringing premium products to the people.
+32% increase
of awareness
year-on-year
+67% increase
of consideration
year-on-year
The only TV brand
in growth
in the past 3 years
The details
Talent: Joel McHale & Brad Stevens
Director: Chris Cottam & The Dads
Co-writers: Brad Stevens & Boyd Vico
Production: Chief (UK) & Slash Dynamic (US)
Post-production: Chief (UK)
3D: UoU Studio (China)
The disciplines
Brand strategy & positioning
Campaign planning
Creative strategy & direction
Script & screenplay writing
Client relationship leadership role
Brand / Film / Social / Digital / Retail / 3D / Animation