Creativity

Qualcomm is Fine With You Checking Your Phone During Its Commercials

McCann's First Work for Mobile Tech Brand Acknowledges the Unspeakable

By Alexandra Jardine. Published on Jun 26, 2017

Editor's Pick

A new campaign from Qualcomm acknowledges the ad industry's elephant in the room: many people are now busy checking their smartphones rather than watching commercials on TV.

The first work for the mobile technology brand by McCann New York consists of two spots that tell the viewer just that -- they can put anything on the screen, like a Bavarian dance, seen here, or an eccentric father-and-son beatboxing routine, because you're checking your phone instead. However, that's OK, says the text on screen, because Qualcomm makes the technology in your smartphone.

Lance Acord at Park Pictures directed the spots, which are both hilarious and clever -- the idea reminds us somewhat of Geico's "Unskippable" campaign.

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Credits

Date
Jun 26, 2017
Agency:
McCann New York
Client:
Qualcomm
North America Chief Creative Office:
Eric Silver
Co-Chief Creative Officer:
Sean Bryan
Co-Chief Creative Officer:
Tom Murphy
Global Executive Creative Director:
Bill Wright
Creative Director:
Vince Lim
Group Creative Director:
Josh Grossberg
Copywriter:
Nathan Dills
Chief Production Officer:
Nathy Aviram
Senior Integrated Producer:
Alexis Mead
Senior Project Manager:
Ethel Jones
Co-Head of Account Management:
Neil Frauenglass
Account Supervisor:
Emma Goode
Assistant Account Executive:
Alex Thompson
Group Strategy Director:
Eldad Heilweil
Strategy Director:
Danielle Noto
Strategist:
Chris Cooper
Senior Vice President of Global Marketing:
Dan Novak
VP of Global Brand Marketing:
Susan Lansig
Senior Director of Global Brand:
Liya Sharif
Senior Director of Global Brand:
Kevin Wakefield
Manager of Corporate Brand:
Tami Dunnam
Production Company:
Park Pictures
Director:
Lance Acord
Executive Producer:
Jackie Kelman Bisbee
Executive Producer:
Justin Pollock
Head of Production:
Anne Bobroff
Producer:
Michaela Johnson
Edit:
Exile
Editor:
Matt Murphy
Producer:
Evyn Bruce

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