Bruce Lee viral spot smashes Chinese advertising clichés


What could possibly make you want a mobile phone so much that you'd pay the equivalent of 5 month's salary to get one?

JWT Beijing, led by Polly Chu (we both worked at JWT HK at the same time, aeons ago), picked Bruce Lee to twist your arm - and mess with your mind - to promote Nokia's N96 Bruce Lee Ltd edition phone to Chinese early adopters.

Big social network users who look for authentic viral experiences, the target wants the bragging rights that come from being first-finders. It's what I call the Speke Effect (after the discoverer of the source of the Nile).

The ad got 16+ million views worldwide - it went viral well beyond China. The phones sold out in 5 days online.
Smashing stuff.

Advertising Agency: JWT Beijing, China
2nd Sales Promotion/Advertising Agency: A4A Beijing, China
Chief Creative Officer: Polly Chu
Creative Director: Shankun Sun
Copywriter: Wei Huang
Art Director: Dechun Qiu
Producer: Lin Ma
Director-In-Charge: Dan Ingall
Senior Account Director: Patrick Yap
Director: Jinjing Zhu, JQK Productions
Producer: Jade Tang, JQK Productions
Post: Wang Yu, JQK Productions

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